Master of Arts in Strategic Communication - Kampala Campus
Permanent URI for this collectionhttps://hdl.handle.net/20.500.11951/1195
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Item Social Media and Brand Promotion: Contributions, Capabilities, and Challenges: A Case of Top Delivery Companies in Uganda.(Uganda Christian University, 2025-05-12) Lorna MwebazaThe purpose of the study was to examine the contribution of social media on brand promotion among top delivery companies in Uganda. Additionally, the study explored the relationship between social media and brand promotion—its contributions, capabilities, and challenges— using a case study of Jumia Uganda, Glovo Uganda, and Kikuubo Online. A qualitative approach based on hermeneutic tradition was adopted, using semi-structured interviews with purposively selected key informants. Key informants were selected based on the following criteria: Inclusion ( professionals directly involved in social media management and brand promotion but excluding staff not involved in branding or marketing). The Honeycomb theory of communication was used to explain how social media is used to promote brands using the seven building blocks. A thematic data analysis technique was used to find important themes that emerged from the coded data. These themes were then analyzed to draw findings. Through the interviews with the selected key informants and with insight from the reviewed literature guided by the theory, the study was then able to present its findings on the contribution of social media on brand promotion among the selected top delivery companies in Uganda. The significance of this study was to explain the multifaceted impact of social media on brand promotion, encompassing its contributions, competencies, and potential challenges encountered by businesses while employing social media strategies for brand enhancement. Key findings revealed that social media plays a crucial role in increasing brand visibility, enhancing customer interaction, and building brand identity. The findings also highlighted the importance of developing social media competencies, creating engaging content, and effectively managing challenges such as algorithm changes and negative feedback.Item The Influence of Customer-Based Brand Equity on Customer Loyalty in Uganda(Uganda Christian University, 2025-05-12) Sauda NabatanziThe purpose of the study was to examine the influence of customer-based brand equity on customer loyalty using the Café Javas rat-milkshake saga as a case study. The specific objectives of the study were to examine how public perception of customer-based brand equity influences customer loyalty; to examine how customer brand perception influences the brand’s crisis communication strategies; to examine the role of customer loyalty on brand market performance in the fast-food industry. A qualitative approach was used, with data collected through in-depth interviews, which allowed respondents to express their views in an open-ended manner. The data were analyzed thematically, involving processes such as coding and transcription. Fritz Heider’s attribution theory was used to understand how individuals attribute causes to events and how these attributions influence their perceptions and behaviors. The findings revealed that customer-based brand equity, particularly trust built over years of positive experiences, played a significant role in maintaining customer loyalty during the crisis. The study also showed that Café Javas' crisis management strategies, such as transparent communication and professionalism, helped mitigate reputational damage and preserve customer loyalty. Furthermore, the research highlighted the critical role of customer loyalty in sustaining brand performance, as loyal customers continued to support the brand and contribute to its market resilience despite the scandal. These results emphasize the importance of brand equity, crisis management, and customer loyalty in ensuring a brand’s long-term success.”