A new survey of 2,400 Ghanaian adults across Accra, Kumasi, Takoradi, and Tamale finds that word-of-mouth remains the dominant purchase driver — but brands that combine peer signals with digital touchpoints significantly outperform those relying on either channel alone.
Key Findings
73% of respondents said a recommendation from a friend or family member was the primary trigger for their most recent major purchase. Traditional advertising ranked fourth, behind social media discovery and online reviews.
However, the research reveals a nuance: peer recommendations that are later reinforced by digital ads convert at twice the rate of standalone word-of-mouth — suggesting that advertising's role may be to validate and amplify social signals rather than to initiate them.
Implications for Marketers
Brands with strong community strategies — WhatsApp groups, loyalty programmes, local sponsorships — are best positioned to generate the peer conversations that then become amplifiable with paid media.
The full report, 'Trust Signals in Ghana: The 2025 Consumer Journey,' is available to Insightly subscribers.
