The aim of the study was to undertake a critical assessment of the effect of social marketing as a tool for discouraging the patronage of “quack” traditional birth attendants (TBAs) by women in developing countries, exemplified by Cross River State, Nigeria. It was targeted at determining the extent the application of social marketing traditional marketing-mix variables of product, price, promotion and place, can go in demarketing the patronage of quack TBAs by the women. Survey research design was employed for the study. The sample for the study was 367 which was derived using the Taro Yamane’s formula from a total population of 3,798 people encompassing health personnel, traditional birth attendants, pregnant and nursing mothers, including women within child bearing ages in three Local Government Areas of Cross River State in Nigeria (Akpabuyo, Calabar Municipal, and Calabar-South). The stratified and systematic sampling was then used to segment, select and distribute questionnaire copies to women living within the chosen areas. Hypothesis was formulated and tested using Multiple Linear Regression analytical tools of SPSS (version 21). The results showed that a combined use of the social marketing traditional marketing-mix variables of product, price, promotion and place will significantly discourage the patronage of “quack” TBAs. However, promotion was found to have a more far-reaching effect.
The Impact of Social Marketing on Customer Knowledge in Jordan Communication Companies (Applied Study) (Published)
This study will explore the extent of applying social marketing in Jordan’s communication companies, its impact on the customer knowledge, the research community contained the Jordanian citizens live in the capital Amman, and how they deal with two companies: Zain and Orange. A simple random sample was taken consisted of citizens dealing with communication companies in Jordan, as the questionnaire is distributed to them for scientific research purposes. The study reached many results, the most important are: communication companies in Jordan apply social marketing concept, and they do not apply the social marketing concept in the following fields: the social, scientific, healthy and religious. Communication companies in Jordan apply social marketing concept in many fields, such as the environmental, sport and in public services sector. Communication companies’ application in Jordan affects the social responsibility in marketing on the customer knowledge. The study proposed many recommendations, such as communication companies should define their presented services to the community aiming at increasing the customer knowledge and focusing on paying attention to various social fields, the most important one is the religious aspect as it is most significant interest in sample individual’s point of view. Also, providing financial allocations suitable for implementing programs and plans of social marketing , and making another studies on study subject, by applying on other vital sectors aiming at showing the role of social marketing and its importance in affecting the customer knowledge in various fields which can give them great benefit.
Social Marketing Campaign as a Tool for Reducing Financial Cost of HIV/AIDS Pandemic in Nigeria (Published)
In this study the impact of social marketing campaign as a tool for reducing the financial costs of HIV/AIDS on people in Nigeria is explored. This was motivated by the excruciating financial, social ostracization and psychological burdens of stigmatization (costs), people living with HIV (PLIs) and their families are saddled with in the country. The study objectives were to: ascertain the effect of social marketing campaign messages of abstinence for reducing the financial costs of HIV/AIDS on people in Nigeria; determine the impact of social marketing campaign tools of counselling for reducing the social ostracization of people living with HIV (PLIs) by their families in Nigeria; and assess the effect of social marketing campaign tools of Africa traditional media (oramedia) for reducing the stigmatization of people living with HIV (PLIs) in Nigeria. The area of study was three big cities in Nigeria: Calabar, PortHarcourt and Enugu, reputed as having very high students and youths’ population, considered as endemic group. A sample size of 300 was purposively determined and proportionately allocated to the 3 cluster cities. The instrument for data collection was structured questionnaire in Likert’s 4-points scale, which was also used in analysing the data. Results obtained indicate that: Social marketing campaign messages of abstinence was significantly effective for reducing the financial costs of HIV/AIDS on people in Nigeria; social marketing campaign tool of counselling was significantly effective for reducing the social ostracization of people living with HIV (PLIs) by their families in Nigeria; social marketing campaign tools of Africa traditional media (oramedia) were significantly effective for reducing the stigmatization of people living with HIV (PLIs) in Nigeria. Based on these results, governmental agencies, health marketers and behaviour-change agents in the country were advised to emphasize the use of these tools in other to reduce the costs of the HIV/AIDS burdens on the PLIs.