Three staff of the University Relations Office (URO) at the Kwame Nkrumah University of Science and Technology, Kumasi (KNUST) have earned master’s degrees, producing research that is influencing thinking on institutional innovation, brand management and digital entrepreneurship in Ghana.

Chief Administrative Assistant Irene Sakyiwaa-Siaw (MA Public Relations with Marketing, UniMAC) and Senior Administrative Assistant Abigail Anuoluwapo Ofori (Msc Marketing, KNUST), both of the Media and Events Section, and Senior Administrative Assistant Raphael Prah Mensah (MPA, KNUST) of the Publications and Document Unit, have each contributed research addressing key issues in public sector performance, institutional branding and digital marketing.

Strengthening institutional brand through CSR

Ms. Irene Sakyiwaa-Siaw earned a Master of Arts (MA) in Public Relations with Marketing from the University of Media, Arts and Communication (UniMAC) with her study, “The Effect of Corporate Social Responsibility on Brand Image: A Study of KNUST.”

Her research provided empirical evidence that ethical responsibility, defined by fairness, transparency and integrity is the strongest driver of how students perceive the university’s brand.

It further showed that awareness and positive perceptions of CSR initiatives significantly enhance institutional image, positioning CSR as a strategic tool for building reputation and student loyalty.

The study recommends strengthening CSR communication, increasing student participation, and aligning initiatives with national development priorities to further enhance brand value.

Driving innovation through environmental responsibility

Raphael Prah Mensah’s research focused on sustainability as a catalyst for institutional transformation.

His study established that corporate environmental responsibility significantly drives innovation in public institutions.

The findings show that institutions that prioritise environmental responsibility achieve higher outcomes across process, technological, organisational and product innovation.

The study also identified stakeholder support and leadership commitment as critical enablers, while resistance to change among staff remains a major barrier to implementation.

By linking sustainability directly to innovation performance, the research provides a compelling case for embedding environmental responsibility into institutional strategy.

Turning digital visibility into sales

Ms. Abigail Anuoluwapo Ofori’s study, “Effect of Social Media Marketing on Purchase Intention Among Student Entrepreneurs at KNUST: The Moderating Role of Customer Engagement,” examined how digital marketing translates into business outcomes.

Her research found that while social media marketing positively influences purchase intention, its impact becomes significantly stronger when customers actively engage with content through likes, comments and shares.

The study concludes that customer engagement is the critical link between online visibility and actual sales, urging entrepreneurs to prioritise interactive, engagement-driven strategies.

Bridging practice and scholarship

Collectively, the three studies highlight a shared insight: institutions and businesses that prioritise responsibility, engagement and sustainability are better positioned to achieve measurable impact.

From strengthening brand trust through ethical CSR practices, to driving innovation through environmental responsibility, and converting digital presence into sales through engagement, the research outputs align closely with KNUST’s strategic focus on relevance and societal impact.