Abstract:
This study investigates the effectiveness of mobile money (MoMo) fraud awareness
campaigns of MTN Ghana, drawing on the persuasion theory and deception theories.
Employing a qualitative case study design, the research explores five MTN MoMo
fraud awareness campaigns and how they contribute to curbing fraud. The analysis
reveals that the MTN MoMo fraud awareness campaigns utilize various strategies such
as highlighting precautionary measures to influence user behaviours and encourage
adoption of safe practices. The study also finds that diverse approaches, including
community engagement, collaboration with law enforcement, and the use of relatable
messaging, are crucial for effective awareness campaigns. The study recommends for
improvement include prioritizing victim support, enhancing accessibility, fostering
community involvement, continuously evaluating campaigns, strengthening
partnerships, investing in user and provider education to curbing fraud. Additionally,
it calls for greater collaboration among stakeholders and further research to enhance
the effectiveness of fraud awareness initiatives in Ghana. This research contributes to
a more comprehensive understanding of MoMo fraud awareness campaigns and their
potential to safeguard mobile money users in Ghana.
Description:
A thesis in the School of Communication and Media Studies,
Submitted to the School of Graduate Studies
in partial fulfilment of
the requirements for the award of the degree of
Master of Arts
(Strategic Communication)
in the University of Education, Winneba
