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Drivers and Challenges of Social Media Usage in Ghana’s Local Government Administration

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Public Sector Marketing Communications, Volume II

Part of the book series: Palgrave Studies of Public Sector Management in Africa ((PSPSMA))

Abstract

Social media has become the most important platform for sourcing and delivering information. This chapter investigates the drivers and challenges of social media usage in Ghana’s local government administration. This chapter contributes to the literature on social media usage in the public sector by providing insights into the adoption of social media in Ghana’s local government administration. Specifically, the chapter explores the type of social media platforms employed by Metropolitan, Municipal and District Assemblies (MMDAs) in Ghana. The chapter identifies factors contributing to the adoption of social media utilising the Technological-Organisational-Environment (TOE) framework. Through mixed data—primary and secondary—the findings show that social media usage is on the increase amongst the MMDAs in Ghana, and most MMDAs use mainly two social media handles (Facebook and WhatsApp) to engage citizens, communities and firms. Despite several challenges, increased social media adoption and usage can be achievable in local government administrations, such as the MMDAs in Ghana. The government must invest in technological infrastructure and personnel training to fully achieve a more digitally driven local government administration. Other managerial implications for stakeholders of MMDAs are highlighted.

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Notes

  1. 1.

    Metropolitan, Municipal and District Chief Executives.

  2. 2.

    District Coordinating Director.

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Author information

Authors and Affiliations

  1. Tamale Technical University, Tamale, Ghana

    Majeed Mohammed

  2. Akenten Appiah-Menka University of Skills Training and Entrepreneurial Development, Kumasi, Ghana

    Prince Gyimah

  3. Olabisi Onabanjo University, Ago-Iwoye, Nigeria

    Isaiah Adisa

Authors
  1. Majeed Mohammed
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  2. Prince Gyimah
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  3. Isaiah Adisa
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Corresponding author

Correspondence to Majeed Mohammed .

Editor information

Editors and Affiliations

  1. Lagos Business School, Pan-Atlantic University, Lagos, Nigeria

    Ogechi Adeola

  2. Presbyterian University College, Abetefi, Ghana

    Kojo Kakra Twum

  3. Skyline University College, Sharjah, United Arab Emirates

    Paul Katuse

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Mohammed, M., Gyimah, P., Adisa, I. (2023). Drivers and Challenges of Social Media Usage in Ghana’s Local Government Administration. In: Adeola, O., Twum, K.K., Katuse, P. (eds) Public Sector Marketing Communications, Volume II. Palgrave Studies of Public Sector Management in Africa. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-17863-4_6

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