Abena Animwaa Yeboah-Banin (Ph.D)
Dr Yeboah-Banin is a senior lecturer at the Department of Communication studies who holds a PhD in Marketing from the University of Leeds and an MPhil in Communication Studies from the University of Ghana. She is a trained journalist, a Psychology and English Major and an experienced advertising practitioner. She, therefore, brings to her research in marketing communication, a 360 degree perspective combining her knowledge on the media and media industries, consumer behaviour and marketing strategy. Her research interests lie in the nexus between communication and marketing spanning disciplines such as marketing communications, advertising, gender and media, audience behaviours and the social media-marketing interface. She has published in several international journals including the Industrial Marketing Management, Legon Journal of Humanities, Journal of Business Research, Journal of Communication Inquiry, Journal of Business and Industrial Management and African Media Review. She has also presented her work at international conferences including the International Association of Media and Communication Research, American Marketing Association, the European Marketing Association and the African Regional Conference of the International Communications Association. She has also consulted for several local and international organizations including the Media Foundation for West Africa, Africa Climate Change Adaptation Initiative and Graphic Communications Group Limited.
PUBLICATIONS
JOURNAL ARTICLES
Yeboah-Banin, A. A., & Quaye, E. S. (2021). Pathways to Global versus Local Brand Preferences: The Roles of Cultural Identity and Brand Perceptions in Emerging African Markets. Journal of Global Marketing, 1-20. https://www.tandfonline.com/doi/full/10.1080/08911762.2021.1886385
Yeboah-Banin, A. A., & Asante, K. K. (2020). Cross-channel message consistency in herbal medicine advertising. International Journal of Pharmaceutical and Healthcare Marketing. https://www.emerald.com/insight/content/doi/10.1108/IJPHM-02-2019-0004/full/html
Gadzekpo, A., Yeboah-Banin, A. A., & Akrofi-Quarcoo, S. (2020). A case of double standards? Audience attitudes to professional norms on local and English language radio news programmes in Ghana. Journal of African Media Studies, 12(1), 3-22. https://www.ingentaconnect.com/content/intellect/jams/2020/00000012/00000001/art00001
Yeboah-Banin, A. A., Tietaah, G., & Akrofi-Quarcoo, S. (2019). A Chink in the Charm? A Framing Analysis of Coverage of Chinese Aid in the Ghanaian Media. African Journalism Studies, 1-14. https://www.tandfonline.com/doi/full/10.1080/23743670.2019.1610781
Tietaah, G. K., Yeboah-Banin, A. A., Akrofi-Quarcoo, S., & Sesenu, F. Y. (2018). Journalism Aid: Country of Origin and Influences on Beneficiary Perceptions and Practices. African Journalism Studies, 39(2), 90-103. https://www.tandfonline.com/doi/abs/10.1080/23743670.2018.1473271
Yeboah-Banin, A. A., & Tsegah, M. (2018). Participation in online activation (#) campaigns: A look at the drivers in an African setting. Legon Journal of the Humanities, 29(2), 308-336. https://www.ajol.info/index.php/ljh/article/view/181071
Hultman, M., Yeboah-Banin, A. A., & Boso, N. (2018). Linking improvisational behavior to customer satisfaction: the relational dynamics. Journal of Business & Industrial Marketing.https://www.emerald.com/insight/content/doi/10.1108/JBIM-11-2017-0298/full/html
Yeboah-Banin, A. A., Fosu, M., & Tsegah, M. (2018). Linguistic Complexity and Second Language Advertising Audiences: Is There a Case for Linguistic Exclusion? Journal of Communication Inquiry, 42(1), 70–90. https://doi.org/10.1177/0196859917737292
Hultman, M., Yeboah-Banin, A. A., Formaniuk, L. (2016). Demand- and supply-side perspectives of city branding: A qualitative investigation. Journal of Business Research, 69(11), 5153-5157. https://www.sciencedirect.com/science/article/pii/S0148296316302594
Yeboah-Banin, A. A, Boso, N., Hultman, M., Souchon, A.L., Hughes, P. & Nemkova, E. (2016). Salesperson improvisation: Antecedents, performance outcomes, and boundary conditions. Industrial Marketing Management, 59, 120-130. https://www.sciencedirect.com/science/article/pii/S0019850116300116
Thompson, E. & Yeboah, A. A. (2013). Health information from elite to popular media: are Ghanaian media creating more space for health information/education? Critical Arts: South-North Cultural and Media Studies, 27(3), 370-385. https://www.tandfonline.com/doi/abs/10.1080/02560046.2013.800669
Yeboah, A. A., & Thompson, E. E. (2012). An exploration of the ‘gendered’ dimensions of women’s success in Ghana’s media/communication industry. Africa Media Review, 21(1/2), 171-191.
Yeboah, A. A. (2011) Reporting women: Do female journalists have a gender agenda? African Communication Research, 4(3), 469-484. http://tanzania.mom-rsf.org/uploads/tx_lfrogmom/documents/25-1508_import.pdf#page=85
Kimani, R. & Yeboah A. A. (2011) Beyond unequal visibilities: Are women treated differently from men in the news? African Communication Research, Vol. 4(3), 433-447. http://tanzania.mom-rsf.org/uploads/tx_lfrogmom/documents/25-1508_import.pdf#page=85
BOOK CHAPTER CONTRIBUTIONS
Yeboah-Banin, A.A. (2020). COVID-19: An appraisal of its implications for advertising in Ghana, In Amo-Mensah, M. and Ofori-Birikorang A., COVID-19: Multi-Disciplinary Perspectives, pp.21-36, University of Education, Winneba.https://www.researchgate.net/publication/355779441_COVID_-19_-_An_appraisal_of_its_implications_for_advertising_in_Ghana
Yeboah-Banin, A. A., & Amoakohene, M. I. (2018). The Dark Side of Multi-Platform Advertising in an Emerging Economy Context. In K.C. Yang (Ed), Multi-Platform Advertising Strategies in the Global Marketplace, Pennsylvania, IGI Global, 30. https://www.igi-global.com/chapter/the-dark-side-of-multi-platform-advertising-in-an-emerging-economy-context/213695
Yeboah-Banin, A. A. (2016) Representations of Women in media (Traditional and Popular Arts). In Anyidoho, N.A. (Ed). Shakespeare Lives in Ghana: Roles, Representations and Perceptions of Women in Contemporary Ghanaian Society. https://www.researchgate.net/profile/Nana-Akua-Anyidoho-2/publication/311953829_Roles_Representations_and_Perceptions_of_Women_in_Contemporary_Ghana/links/5864eab708ae329d62045061/Roles-Representations-and-Perceptions-of-Women-in-Contemporary-Ghana.pdf
Yeboah A.A. (2015) Business success and tensions in the democratic space: The case of Ghana’s advertising industry. In Ansu-Kyeremeh, K., Gadzekpo, A. & Amoakohene, M.I. (Eds). A critical appraisal of communication theory and practice in Ghana. University of Ghana Reader Series. Accra: Digibooks.
Yeboah, A. A., Ampofo, A. A. & Brobbey, M. K. (2014). Women’s and Gender Studies in Ghana. In Agyei-Mensah, S., Ayee, J. A., & Oduro, A. D. (Eds.). (2014). Changing Perspectives on the Social Sciences in Ghana. Springer. https://link.springer.com/chapter/10.1007/978-94-017-8715-4_15
REPORTS AND TECHNICAL PAPERS
Yeboah-Banin, A.A., Fofie, I.M. & Muslim, S. (2021). Sexual harassment guide for media in Ghana, and gender sensitive code for media organizations. Produced for Alliance for Women in Media Africa with funding from the US Embassy Small Grants Programme.
Yeboah-Banin, A.A., Fofie, M. I., & Gadzekpo, A. (2020). Status of women in the Ghanaian media: Providing evidence for gender equality and advocacy project. Alliance for Women in Media Africa and University of Ghana School of Information and Communication Studies, Accra: UG Press. https://sics.ug.edu.gh/sites/sics.ug.edu.gh/files/Status%20of%20Women%20in%20Ghanaian%20Media%20Report%20opt1.pdf
Yeboah-Banin, A.A. (2020). Industry brief: What should you brand be saying during the pandemic? https://sics.ug.edu.gh/sites/sics.ug.edu.gh/files/What%20should%20your%20brand%20be%20saying%20during%20the%20pandemic.pdf
Yeboah-Banin, A.A. & Asante, K.K. (2020). Industry brief: Are your LPMs misleading your brand’s targets?
Yeboah-Banin, A.A. & Asante, K.K. (2019). Policy brief: Enabling informed health choices- Policy paths to tackling challenges posed by LPMs on health drugs.
JOURNALS REVIEWED
§ Industrial Marketing Management
§ Legon Journal of Humanities
§ Journal of Communications, Media and Society
§ International Marketing Review
§ Ghana Social Science Journal
§ Communicatio
§ Contemporary Journal of African Studies
§ Journalism Practice
§ Journal of Asian Business Studies
§ International Journal of Pharmaceutical and Healthcare Marketing
CONFERENCES
December 2021: African Women in Media Conference; Gender and Media Scholarship in Africa: Looking beyond the numbers.
July 2021: International Association of Media and Communication Research, Kenya; Are audience expectations of advertising changing during the pandemic? An approach-avoidance study
July 2021: International Association of Media and Communication Research, Kenya; Status of women in the Ghanaian media: Progress or stagnation?
July 2019: Academy of International Business-Africa Annual Conference, Accra; Influence of perceived brand globalness and localness on consumer brand choice: A latent moderated structural approach in an African emerging market setting
October 2019: SOLCON III, Accra; A comparative analysis of audience attitudes to local versus English language advertising in Ghana
November 2018: International Communication Association-Africa Biennial Conference, Accra: Communication dynamics in online co-creation interactions: An African evidence
June 2018: International Association of Media and Communication Research, Oregon; Enabling informed health choices in pursuit of sdg3: should we trust what herbal medicine adverts say?
June 2018: International Association of Media and Communication Research, Oregon; A case of double standards? Audience attitudes to professional norms on local language and English language radio news programs in Ghana
September 2017: Chinese Media and Social Development, Beijing; Participation in hashtag (#) campaigns: A look at its drivers in an African setting
November 2018: African Regional Biennial Conference of the International Communication Association, Accra; Title: Communication dynamics in online co-creation interactions: An African evidence.
June 2018: International Association of Media and Communication Research, Oregon; Title1: Enabling informed health choices in pursuit of SDG3: Should we trust what herbal medicine adverts say?
Title2: A case of double standards? Audience attitudes to professional norms on local language and English language radio news programs in Ghana.
February 2016: American Marketing Association, Winter Marketing Educator’s Conference, Las Vegas; Title: When does salesperson creativity matter? The roles of salesperson agency and resource availability.
August 2015: American Marketing Association, Summer Marketing Educator’s Conference, Chicago, Title: Enhancing salesperson performance through improvisation: The impact of resources and Customers.
May 2015: European Marketing Association, 2015 Annual Conference, Leuven; Title: Salesperson improvisation: conceptualization and empirical examination of its sales performance outcomes, drivers and boundary conditions.
November 2015: Australian and New Zealand Marketing Academy 2015 Annual Conference, Sydney; Title: Effects of export decision-making on innovation orientation: Evidence from Chinese exporting firms.
August 2014: American Marketing Association, Summer Marketing Educator’s Conference, San Francisco; Title: Enhancing marketing unpredictability and performance through planning and improvisation management: A cross-cultural study.
May 2014: Social Science Colloquium, University of Ghana; Title: Whose MDGs are they anyway? Assessment of a target population’s ownership of, and engagement with the MDGs in the media.
July 2012: International Association for Media and Communication Research, 2012 Annual Conference, Durban; Title: Health information from elite to popular media: Are Ghanaian media creating more space for health information and education?
December 2010: Social Science Colloquium, University of Ghana; Title: Improving female news source visibility: Does the work of the enterprising female journalist matter?