Analysis of selected Momo fraud awareness campaigns of MT N Ghana

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.