Frontiers in Research

Political patronage networks as institutional architects of procurement asymmetry: Weaponizing rules to exclude SMEs before corruption

Simon Suwanzy Dzreke — 2025-10-12

This study reconceptualizes state capture in public procurement by identifying political patronage networks as institutional architects rather than merely corrupt entities. These networks employ procedural norms to establish institutional asymmetry by excluding SMEs before competitive bidding. The comprehensive multi-method study—utilizing forensic network analysis of 1,422 political appointments to procurement boards, computational data mining of 24,000 contract awards across five African states, and detailed interviews with 87 SMEs, bureaucrats, and politically connected firms—uncovers a significant finding: Intentional institutional design accounts for 68% of SME exclusion. These options encompass intentionally arranged tender panels, intricately detailed technical specifications (43-page proposals for standard contracts), and meticulously defined experience thresholds. Preemptive rigging results in a win-rate multiplier of 4.3 for corporations linked to patronage. The research introduced the Asymmetry Index, a diagnostic instrument designed to quantify institutional bias through 12 weighted characteristics, aimed at assessing state capture. The findings indicate a need for a paradigm shift: corruption's most significant manifestation is the intentional establishment of exclusionary governance structures. The research indicates that incorporating SME Safeguard Protocols into national procurement legislation can lead to a 57% reduction in SME disqualifications, as evidenced by Ghana's 2022 reforms. It also recommends that international donors make funding contingent upon empirically established asymmetry thresholds. This study presents the theoretical framework, diagnostic tools, and policy suggestions necessary to eradicate exclusion and restore procurement as a catalyst for equitable economic competition. Combat systemic corruption through strategic blueprints rather than resorting to bribes.

Beyond impressions: A multi-platform analysis of social media advertising effectiveness in driving sales and engagement

Simon Suwanzy Dzreke — 2025-10-24

Navigating the multibillion-dollar environment of social media advertising (SMA) is a constant struggle. Despite projections that worldwide expenditure would exceed $600 billion by 2025, adequately evaluating the genuine effect on concrete sales and meaningful involvement remains challenging and contentious. This study tackles this complexity directly by systematically assessing the differential success of SMA across prominent platforms—Meta, TikTok, X, and LinkedIn—in terms of tangible sales and various engagement indicators, while taking crucial moderating variables into account. The research employs a strong multi-method approach, combining large-scale longitudinal analysis of over 500 sponsored ads over 12 months, a thorough consumer survey (n=1,200) monitoring attitudinal alterations and behavioral intentions, and an experimental vignette study to determine causal linkages. Results demonstrate significant platform differences: TikTok succeeds in terms of engagement and lower-funnel conversions, particularly among Gen Z users, but LinkedIn thrives in generating high-value B2B prospects. Importantly, creative authenticity typically beats more polished commercials in terms of engagement, while targeted, value-driven call-to-actions (CTAs) are the most successful at generating sales. The report also identifies algorithmic fatigue as a significant negative factor influencing engagement and conversion across platforms. This study provides extensive, practical data for marketers seeking to maximize large SMA expenditures. It offers a data-driven framework for effectively allocating expenditures and tailoring creative tactics depending on campaign objectives—whether to increase brand engagement, boost sales, or produce qualified leads—as well as the individual characteristics of the target demographic. Overall, it advances from general best practices to precision marketing in the age of algorithms.