Media Engagements Research Articles

Influencing eating choices, manipulating emotions, & the influencer: an ethnography

Abstract Purpose This study inspects that our eating choice depends on our economic condition, availability of the raw materials and the food we wish to consume etc. Then, it examines how that choice is manipulated by influencers on social media and food-related contents on social media influence our thought process regarding food intake. Methodology The primary method I followed is ethnography intrinsic to a specific and single case of interest (‘Foodka Series’ in YouTube) furthering ‘thick description’ with etic & emic perspectives. Findings Viewers and consumers are vulnerable to emotional risk; food influencers are altering our emotional states through their social media engagements; particular YouTube documentation helps in the process of cultural diffusion and the preservation of culture. Practical implications Researchers can have the idea of interpreting social actions with ‘thick description’, the inclusivity of various research designs and how different qualitative methods are needed to critically analyse a single case of study. Adaptation and use of activity analysis, document analysis, the tradition of figurational sociology and different tools leading to a methodological pluralism may be the guideline for upcoming researches on this area. Social implications This research first questions – are we recalibrating our choices regarding eating? And, then, starts explaining that our choices are not ours only! Those are always constructed, manipulated and reconstructed by the society. Consumers’ emotional states and bodily responses can be altered by the delineation of food-related activation of social media. Originality/Value This is the first ethnographic study in West Bengal that establishes how the influencer manipulates our emotion and influences our eating choices. Readers must be aware of the fact that how in Web 2.0 our emotions are vulnerable to ‘risk’. Leaving the ‘we’ within us we are heading to embrace the ‘self’ indulging in influencer’s blatant self-commodification, self-branding, self-promotion, self-editing.

Influence of Social Media Engagements on the Academic Achievement of Students in Tertiary Institutions

This study investigates the influence of social media engagements on academic achievement among tertiary institution students. The research methodology involved an online survey using Google Forms, distributed randomly through social media and email. The instrument consisted of two sections: basic information of the respondents and questions related to the use of social media in school and their influence on performance. The data collected was analyzed using narrative analysis and a deductive approach to identify themes. The findings suggest that social media has both positive and negative impacts on academic achievements, and that it is important to understand and manage social media use for optimal academic performance. The study was limited to tertiary institution students, and the validity and reliability of the instrument were ensured through pretesting and feedback from undergraduate and graduate students.

Telehealth “Verzuz” Radical Telehealing: Reimagining Social Media as Virtual Healing Spaces for Black Communities

Evidence suggests that the conception of “mental health,” as well as Western health care models, needs to be reimagined to better reflect the unique care needs of Black people. Within these systems, Black people are more likely to experience secondary victimization and retraumatization. Despite these systemic failings, Black people often find ways to manage self-care, wellness, and healing. Within the context of dueling pandemics (COVID-19 and racial injustice), Black people turned to social media applications to develop community-led, culturally-congruent care models. This study aims to explore the ways Black people experienced virtual engagements on social media during the dueling pandemics. This exploratory study employed a six-phase thematic analysis approach, while utilizing publicly available textual data (Instagram comments) from two key social media engagements targeting Black audiences. Prominent themes gleaned from this analysis elucidate the healing and therapeutic value of these virtual gatherings. These include: (1) Expression of Gratitude and Appreciation, (2) Necessity, (3) Timeliness, (4) Accessibility, (5) Emotional and Spiritual Impact of the Virtual Space, (6) Ancestral and Culturally-Grounded Healing Practices, (7) Reprieve within the Virtual Space, and (8) Community and Collectivism. Our analysis reveals that when elaborating on their experience participating in two key social media engagements targeting Black audiences, attendees’ responses reflect key aspects of empirically-grounded, culturally-congruent care models for Black people (i.e., radical healing). We contend our findings demonstrate the unique ways social media applications might be more intentionally leveraged to create culturally-congruent care for Black people.

A Personalized Causal Inference Framework for Media Effectiveness Using Hierarchical Bayesian Market Mix Models

This study presents a novel framework for personalized causal inference in media effectiveness using Hierarchical Bayesian Market Mix Models (ABM). The proposed approach integrates individual-level data with aggregate market information to estimate personalized media effects while addressing the challenges of data sparsity and high dimensionality. By combining the identity layer and the optimization process in a Bayesian hierarchical model, the model captures heterogeneity across consumers and provides robust predictions of individual causality. Affect different media. The framework is used for e-commerce business data, which includes 500,000 customers across 50 markets in 24 months. The model shows better prediction performance than the integrated business model, with a 30.4% reduction in RMSE. Empirical results reveal significant heterogeneity in media effectiveness across channels and consumer segments. Email marketing emerges as the most effective channel on average, followed by TV advertising, digital display ads, and social media engagements. Sensitivity analyses and robustness checks, including alternative prior specifications and placebo tests, support the validity of the estimated causal effects. The findings provide valuable insights for media planning and marketing strategy, highlighting the importance of tailored budget allocation and campaign design approaches. This research contributes to the growing body of literature on personalized marketing analytics and offers a powerful tool for estimating individualized media effects in complex marketing environments.

WITHDRAWN: How to behave in an interview with the media

Engaging with the media is a critical skill for professionals at any career stage, enabling them to contribute to public dialogue on significant issues. This article emphasizes the importance of the preparation and skill development for media interactions, whether proactive or reactive. Detailed guidance is provided on crafting effective press releases. Key preparatory steps for reactive interviews include understanding the journalist's intent and setting clear boundaries. The article underscores the necessity of honing a single, compelling message and offers strategies for effective communication during interviews, including the ABC technique (Acknowledge, Bridge, Communicate). Recommendations for post-interview follow-up and self-reflection are provided to enhance future media engagements. The article serves as a guide for professionals aiming to communicate their expertise and viewpoints effectively through various media channels.

Modeling the relationship between internet epistemic belief, digital literacy and social media engagement of adult social media users: a practical implication for education

Modeling the relationship between internet epistemic belief, digital literacy and social media engagement of adult social media users: a practical implication for education

Use of digital media by adolescents for sexual and reproductive health and rights communication in sub-Saharan Africa: a protocol for systematic review

BackgroundWithin the sub-Saharan African region, there is a growing concern for sexual and reproductive health and rights communication, and more particularly, for adolescents. Given the existing barriers associated with face-to-face access, the need to use digital media to access information and services has become desirable and imperative, especially so due to the COVID-19 pandemic. However, in sub-Saharan Africa, a synthesis of evidence that informs adolescents’ digital media engagements for sexual and reproductive health and rights (SRHR) communication is limited. This systematic review therefore aims to examine and synthesize evidence on use of digital media for sexual and reproductive health and rights communication by adolescents in sub-Saharan Africa.MethodsA search for peer-reviewed articles will be conducted in PubMed, ScienceDirect, Scopus, Embase, Web of Science, PsychINFO and Google Scholar with emphasis on those published between 2000 and 2023. Only observational and qualitative studies will be included. Quality assessment of included articles will be done using standardized checklists from the Joanna Briggs Institute. Both descriptive and narrative summaries will be used to appraise evidence from included studies.DiscussionThis review will be essential in providing information on the types of digital media adolescents use, the various SRHR issues they use this platform to address and their reasons for using it and associated challenges. It will also contribute to the advocacy for the inclusion of these technologies in the teaching and learning, provision of and access to SRHR information and services by teachers, public health providers and peer educators in the subregion.Systematic review registrationPROSPERO CRD42020211491. This protocol follows the PRISMA-P guidelines for reporting systematic reviews.

Role Of Social Media in Stakeholder Engagement in Universities in Kenya

Researchers and practitioners agree that stakeholder engagement is an important aspect of universities in the 21st century. Social media is changing the way people and businesses communicate and collaborate. Research shows that organizations struggle to develop social media management systems to engage with stakeholders. In today's digital age, social media platforms have become powerful tools for communication and engagement. However, there is limited research examining the role of social media in facilitating stakeholder engagement in universities in Kenya. Therefore, this study sought to fill this knowledge gap by exploring how social media is utilized and its impact on stakeholder engagement within the university setting. The research objectives were formulated to guide the study and include: Assessing the current use of social media platforms by universities in Kenya for stakeholder engagements: Identifying the key stakeholders involved in social media engagements by universities: Examining the benefits and challenges associated with using social media for stakeholder engagements: This study used innovation diffusion theory and excellence theory. To achieve the study objectives, a mixed-methods approach was utilized. The target group included 270 participants. The sample size was 161 participants. Stratified random sampling was used to provide representation from the various universities and departments. data were collected through questionnaires, interviews, and focus group discussions. The data were analyzed using SPSS version 26 and thematic analysis to derive meaningful insights. Analyzed quantitative data was presented through mean, frequency, and standard. The assessment of current social media used by universities indicated that they are actively utilizing platforms such as Facebook, Twitter, and Instagram to engage with their stakeholders. The identification of key stakeholders involved in social media engagements highlighted the importance of targeting students, prospective students, alumni, and the wider community. The examination of benefits and challenges associated with using social media for stakeholder engagements revealed that social media platforms provide opportunities for increased reach, immediate communication, and fostering a sense of community. However, maintaining content quality, and managing negative feedback were also identified. Furthermore, the analysis of the impact of social media on stakeholder perceptions and relationships showed that effective use of social media can enhance stakeholder satisfaction, create a positive institutional image, and foster stronger connections between universities and their stakeholders. However, ineffective use or mismanagement of social media can lead to negative perceptions and strained relationships. The paper concluded that social media plays a vital role in facilitating stakeholder engagements in universities in Kenya. Effective utilization of social media platforms leads to improved stakeholder relationships, enhanced reputation, and increased engagement with the university community. The study recommended that universities should develop a comprehensive social media strategy aligned with the university's goals and target audience and regularly monitor and analyze social media engagement metrics to evaluate effectiveness. This study contributes to the existing literature by providing insights specific to the context of universities in Kenya and emphasizing the significance of social media in stakeholder engagements

Service Provision Strategies and Performance of Cleaning Organizations in Embu County, Kenya

The business world of the twenty-first century is defined by rapid and significant changes in market trends, technological advancements, globalization, as well as a change in consumer needs and preferences. Consequently, the changes in the business environment, have forced organizations’ management to realize that the current strategies are ineffective and thus the need for new effective strategies in response to the changing environment. This study sought to examine the influence of service provision strategies on performance of cleaning services organizations in Embu County, Kenya. The study was anchored on the resource-based view, Porter’s generic strategies model and the expectancy disconfirmation theories. The study adopted a descriptive research design and purposive sampling to get the sample size. The research employed primary data which was collected through the use of semi-structured questionnaires. The questionnaires were picked after they had been filled by the respondents. The Cronbach’s alpha test was used to check the reliability of the questionnaire with a level of 0.7 and above confirming the internal consistency. Descriptive and inferential statistics were used to analyze the data using SPSS software. The study findings showed that customer retention strategy, cost leadership strategy, customer retention strategy and customer innovation strategy have a positive and significant influence on firm performance. It was concluded that having effective customer feedback strategies (complaints management system, online and non-online surveys and social media engagements) contributes to the improved performance of the cleaning service companies. It was also concluded that that adoption of economies of scale, economies of scope and enhancing operational efficiency can contribute to a more competitive and resilient business, positively impacting the performance of the cleaning service companies. The study recommended that customer feedback mechanisms should be enhanced through the integration of real-time feedback mechanisms to capture customer sentiments immediately after service delivery allowing for prompt issue resolution. It was further recommended that the cleaning firms should further adopt and implement cost-effective measures. The cleaning firms should focus on strategies that enhance customer loyalty.

Medical Misinformation in Polish on the World Wide Web During the COVID-19 Pandemic Period: Infodemiology Study.

Although researchers extensively study the rapid generation and spread of misinformation about the novel coronavirus during the pandemic, numerous other health-related topics are contaminating the internet with misinformation that have not received as much attention. This study aims to gauge the reach of the most popular medical content on the World Wide Web, extending beyond the confines of the pandemic. We conducted evaluations of subject matter and credibility for the years 2021 and 2022, following the principles of evidence-based medicine with assessments performed by experienced clinicians. We used 274 keywords to conduct web page searches through the BuzzSumo Enterprise Application. These keywords were chosen based on medical topics derived from surveys administered to medical practitioners. The search parameters were confined to 2 distinct date ranges: (1) January 1, 2021, to December 31, 2021; (2) January 1, 2022, to December 31, 2022. Our searches were specifically limited to web pages in the Polish language and filtered by the specified date ranges. The analysis encompassed 161 web pages retrieved in 2021 and 105 retrieved in 2022. Each web page underwent scrutiny by a seasoned doctor to assess its credibility, aligning with evidence-based medicine standards. Furthermore, we gathered data on social media engagements associated with the web pages, considering platforms such as Facebook, Pinterest, Reddit, and Twitter. In 2022, the prevalence of unreliable information related to COVID-19 saw a noteworthy decline compared to 2021. Specifically, the percentage of noncredible web pages discussing COVID-19 and general vaccinations decreased from 57% (43/76) to 24% (6/25) and 42% (10/25) to 30% (3/10), respectively. However, during the same period, there was a considerable uptick in the dissemination of untrustworthy content on social media pertaining to other medical topics. The percentage of noncredible web pages covering cholesterol, statins, and cardiology rose from 11% (3/28) to 26% (9/35) and from 18% (5/28) to 26% (6/23), respectively. Efforts undertaken during the COVID-19 pandemic to curb the dissemination of misinformation seem to have yielded positive results. Nevertheless, our analysis suggests that these interventions need to be consistently implemented across both established and emerging medical subjects. It appears that as interest in the pandemic waned, other topics gained prominence, essentially "filling the vacuum" and necessitating ongoing measures to address misinformation across a broader spectrum of health-related subjects.

What Makes adolescents want to read? Examining adolescents’ contemporary print and new media (fiction) leisure reading through mobile ethnography

Drawing on data from a mobile ethnography study of 12 adolescents from one secondary school, this article proposes to examine the everyday digital reading resources and practices of Singapore adolescent youths to better understand the print and new media (fiction) leisure reading habits of adolescents. Mobile ethnography, with its capacity to capture adolescents’ actual reading through images, texts, and video recordings, provides a new way to document and understand the changing reading habits of adolescents. Participants documented their print and digital reading on a smartphone app over four days, followed by a photo-elicitation interview. Findings showed that these adolescents read for pleasure and were self-directed readers who invested time in reading various new media fiction texts such as ebooks, Japanese manga and fanfiction. Practices of new media reading include cross-media consumption, engagement in fandom behaviours, and interest-driven searching for diverse reading materials. Adolescents are motivated to read when the reading experience promises immersive entertainment. A good story, ease of access to interesting content and potential for multiple media engagements encourage adolescents’ volitional reading. Implications for curriculum and future research on adolescent volitional reading are discussed.

Generating Digital Literacy Website: Upgrading the Understanding of Digital Literacy at SMA Yuppentek 1 Tangerang

This community service initiative introduces a website and Android-based application system to enhance digital literacy among educators at SMA Yuppentek 1, Tangerang. The prevailing issue pertains to the misuse of digital media, which significantly impacts societal well-being. Adolescents, being prolific users of digital platforms, face heightened vulnerability to various crimes stemming from their social media engagements. To address this, preventive measures necessitate an elevation of the partners' proficiency and comprehension in digital literacy. The initiative emphasizes social humanities and information systems, channeling efforts into fostering literacy and constructing website and Android applications to fortify the practice of digital literacy. The implementation strategy encompasses meticulous stages of preparation, execution, and reporting. The primary focus during the implementation phase centers on comprehensive solutions, comprising educating on digital literacy, providing insights into applications pertinent to digital literacy, crafting digital literacy applications, and formulating a digital literacy module. This program aims to foster a sustained understanding of digital literacy in youngsters, empowering educators to navigate and mitigate challenges posed by digital media misuse among adolescents. By equipping them with the requisite tools, it strives to fortify the capacity of educators in addressing the complexities inherent in adolescent digital engagement.

Authenticity Governance and the Market for Social Media Engagements: The Shaping of Disinformation at the Peripheries of Platform Ecosystems

Social media engagements, such as likes and follows, have become crucial for driving algorithmic recommendations and underpinning platform economies. This has given rise to disinformation industries that focus on the production and sale of engagements, including Instagram followers—a phenomenon we term the “engagement as a service” market. However, this market poses significant challenges for empirical research as its operations remain obscured from the scrutiny of platforms, their users, and researchers alike. In this article, we propose a mixed-methods approach to make visible the relationship between the engagement market and platform governance, the latter of which increasingly aims to moderate account behavior in terms of authenticity and inauthenticity—what we refer to as “authenticity governance.” By developing this approach, we explore the relationship between the engagement market and platform ecosystems through three case studies: (1) engagement market responses to platform governance; (2) the evolution of engagement as a service; and (3) testing the quality of engagement as a service on Instagram. These investigations allow us to comprehend disinformation as an ongoing negotiation between the engagement market and authenticity governance. Overall, our three integrated approaches can help researchers move forward with the empirical study of disinformation markets that operate at the periphery of platform ecosystems. In short, this article presents a methodological outlook for analyzing (in)authentic engagements as a form of disinformation.

The platformization of the follower factory: Para-platforms, automation, and labor in the market for social media engagements

This article examines the emerging illicit, sprawling yet obfuscated global market for artificial social media engagements, which inflates follower counts and engagement metrics on social media profiles and posts. The organization of this market has previously been characterized using industrial metaphors such as “click farms,” “follower factories,” and “digital sweatshops” primarily based in the Global South. Using a mixed-methods approach that integrates ethnography with digital methods, this research delineates the platformization of the follower factory, highlighting a shift toward automation rather than manual interaction. This has facilitated the rapid expansion of a multi-sided market, enabling resellers to scale up and consequently necessitating a more complex labor organization that includes marketing and customer service, which have shaped cottage industries across the Global South. This market capitalizes on social media platform economies, using the existing infrastructure and user bases to operate. In other words, the engagement market has become centered on what we term a para-platform ecosystem, which, while operating alongside, remains reliant on social media platform infrastructure. By examining and conceptualizing platformization and platform ecosystems “from below,” as well as the conflictual asymmetry yet productive relationship between the para-platform ecosystem and social media platforms, this article provides an unprecedented description of the engagement market while challenging and expanding the boundaries of platform theory.

Rainbow nation discourses among Black millennial history teachers in relation to post-apartheid South African history

Generational experiences create unique contextualised meanings for society. This is the case with millennials in South Africa, many of whom use social media to organise their lives and engage with issues pertinent to them, such as South Africa being a rainbow nation. Some of these millennials are history teachers who, when at work, have to teach an official history which may contradict some of their social media engagements. This motivated this article of which the aim was to identify the dominant conversations when relating to the rainbow nation among a selected group of Black millennial history teachers. In this interpretative phenomenological analysis (IPA) we used a qualitative approach in which 10 participants were involved in photo elicitation, semi-structured interviews, and focus-group discussions. Data were thematically analysed. The findings reflect millennials mainly engaged with violence, coloniality, victory, unity, and identity. The findings further suggest that the discourses were both contending and overlapping. We argue that millennial history teachers in South Africa hold different views about the rainbow nation: even though they paint the notion with predominant negativity, there is evidence of underlying positivity about it.

Youth worldlessness and civic participation online and at school: Exploring Arendt’s philosophy

ABSTRACT This paper seeks to explore the possible contribution that thinking with Arendt can bring to understanding the nuances of school-aged young people’s civic participation. Using Arendt’s work on responsibility, political presence and the notion of worldlessness, this paper will explore how young people’s social media interactions can serve as a way to foster a more critical sense of civic participation and political agency in education. This paper comprises three main sections. Firstly, there is a critical discussion on how the notion of ‘public sphere’ may help to conceptualise school as an important site for youth political and civic participation and engagement, even when Arendt’s position in education is that the school should not be touched by politics, in this way the paper uses Arendt to think against Arendt to position the school as a ‘space of appearance’. Secondly, the notion of what I term in this paper youth worldlessness is developed by using Arendt’s (2018) theory to frame for understanding the everyday exclusions and displacements experienced by research participants and how citizenship education struggles to serve as an outlet for them. Thirdly, the paper analyses the role of young people’s social media engagements by examining data from a qualitative study with British young people, ranging from 15 to 18 years of age.

Social media engagement of hashtag users in the context of local events: mixed method approach

研究目的在后疫情时期, 本地活动在重建关系和增加与当地社区的参与方面发挥着重要作用。本研究调查了潜在参与者对当地活动话题标签的使用如何促进社交媒体的参与, 进一步增强了他们参加当地活动的意愿。研究方法本研究采用了一种探索性的顺序混合方法。定性阶段采用了12次半结构化的深度访谈, 以探讨话题标签使用的动机, 并开发了用于测量话题标签使用和社交媒体参与的量表。定量阶段通过522份在线调查研究了动机与话题标签使用、社交媒体参与和行为意向之间的关系。研究发现在定性研究中, 话题标签用户的动机在当地活动背景下表现为四个主题：自我推广、搜索、总结和顺应。定量研究结果显示, 这些动机以不同方式影响主动和被动话题标签使用, 从而导致不同类型的社交媒体参与（即持续型、定制型和触发型参与）。所有社交媒体参与都能显著增强参加当地活动的意愿。研究创新本研究区分了主动和被动话题标签用户, 通过能力方法构想了话题标签使用下的社交媒体参与, 并为这些概念开发了测量工具。本研究强调了推动社交媒体参与的话题标签使用的重要性, 并为当地活动策划者提供了见解。

Engaging with misinformation and misinformation corrective messages on social media: Examining the role of source cues, social endorsement cues, and prior attitudes

ABSTRACTThis study seeks to understand how individuals engage with misinformation and corrective messages about genetically modified (GM) food safety on social media. Based on a 2 (expert source vs. social peer source) x 2 (high social endorsements vs. low social endorsements) between-subject experiment (N = 264), this study examined the role of source cues, social endorsement cues, and prior attitudes in influencing individuals’ social media engagements. Results found that individuals selectively engaged with misinformation and corrective messages based on their prior attitudes. Individuals with more negative prior attitudes toward GM foods were more likely to share, click ‘likes,’ add a positive comment, and were less likely to add a negative comment to the misinformation message that doubts GM food safety. Conversely, individuals with more positive prior attitudes toward GM foods were more likely to share, click ‘likes,’ and were less likely to add a negative comment to the corrective message that supports GM food safety. Individuals were more likely to endorse a corrective message when it was attributed to an expert (vs. social peer) source. However, social media endorsements had no significant impact on individuals’ social media engagement with the corrective message.

Inflammatory Bowel Disease and X (Formerly Twitter) Influencers: Who Are They and What Do They Say?

Background and objective More than half of the population suffering from inflammatory bowel disease (IBD) use the internet as a primary source of information on their condition. X (formerly Twitter) has been increasingly used to disseminate healthcare-related information. In this study, we aimed to identify top influencers on the topic of IBD on Xand correlate the relevance of their social media engagements with their professional expertise or academic productivity. Methods X (formerly Twitter) influence scores for the search topicIBD were obtained using Cronycle API, a proprietary software employing multiple algorithms to rank influencers. Data regarding gender, profession, location, and research productivity represented as h-index was collected. Results We collected information on the top 100 IBD influencers on X. The majority of influencers were gastroenterologists, followed by IBD advocates. Of note, 62% of the IBD influencers were from the USfollowed by the UK and Canada. A positive correlation was observed between the Xtopic score and the h-index of the influencer (r=+0.488, p<0.001) Conclusions The strong correlation observed between the Xtopic score and h-index suggests that social media is a viable platform for gaining information regarding IBD. Further research aimed at counteracting misleading information by providing facts and data in a succinct manner about IBD on social media is required to improve disease awareness.

Assessment of the Level of Knowledge of Non-Scientists on Nuclear Technologies and their Applications at the Ghana Atomic Energy Commission

Given the critical role employee's knowledge about an organization's brand play in this ever-changing competitive environment, there is an increasing demand for organizations to find creative ways to engage employees to properly and adequately represent and promote the brand. These enquiries to understand and find creative ways to effectively engage employees and cultivate employees' knowledge of an organization's brand to remain competitive have mostly been focused on transformational leadership style, trade and industries, etc., at the neglect of nuclear science and other scientific fields of endeavours. Consequently, stakeholders of these scientific institutions such as the Ghana Atomic Energy Commission (GAEC), are not aware and in some cases not well-informed about the exploits of the Commission and for that matter, the benefits stakeholders can derive from its nuclear technologies. Moreover, despite some level of media engagements by the Commission, there are clarion calls for the Commission to promote and publicize its endeavours, nuclear technologies and other related technologies. Therefore, the purpose of this study is to ascertain the strength of the employee-based brand equity of the Commission, by assessing non-scientists level of knowledge about nuclear technologies and their applications at the Ghana Atomic Energy Commission to determine their ability and suitability to help promote the GAEC brand and its technologies. To achieve this a quantitative research method was used for the data collection. One hundred and fifty questionnaires were administered in a survey and a total of 110 questionnaires were successfully retrieved, accounting for 75.8% of the total administered questionnaires. It was found that GAEC had a blend of communication channels for reaching its staff. Additionally, the Commission undertakes employee engagements on nuclear technologies. Except that the current approach of employee engagements is considered not to be effective. As a result, the overwhelming majority of non-scientific staff lacked knowledge of the Commission's mission statement and corporate values. Besides, more than half of the non-scientific staff had limited information on nuclear technologies of the Commission. Importantly, the findings revealed that the non-scientists were aware of their current predicaments of not having adequate knowledge of the Commission's brand and its nuclear technologies and therefore proffered ways to improve their knowledge of nuclear technologies.