Browsing by Author "Nkukpornu, A."

Now showing 1 - 3 of 3

Social Marketing: Using the Health Belief Model for the Prevention of Cholera in Ghana
(University of Ghana, 2015-07) Nkukpornu, A.; Tweneboah-Koduah, E.Y.; Narteh, B.; University of Ghana, College of Humanities, Business School, Department of Marketing and Consumer Management
The purpose of this study was to use the health belief model in social marketing to influence behaviour change towards cholera prevention from the context of a developing country, specifically Ghana. Research into cholera prevention has focused predominantly on the issues surrounding effective sanitation, improvement in potable drinking water and use of oral dehydration. Therefore, little attention in literature has been paid to understand the behavioural aspects of individuals in communities about cholera prevention in developing countries. This study used the health belief model in social marketing as the model and conceptual framework and quantitative survey as the methodological stance in the study. 250 respondents were included in the study. Structured questionnaires were administered in Chorkor and Agbogloshie and the results were analysed using multiple regression. The findings showed that, the health belief model (HBM) predicts 54.2% of variance in behaviour change on cholera prevention. However, among the constructs of the HBM, perceived barriers (β=-0.708, P=0.000<0.05) and self-efficacy (β= 0.104, P=0.02<0.05) were found to have a strong relationship with behaviour and significant predictors of behaviour change towards cholera prevention. The result also showed that, on average (Mean = 2.5338, SD = 0.38691) individuals with no formal education disagree that they have change their behaviour. Social marketers should design interventions to target individuals with no formal education by educating them to change their behaviour. In addition, social marketers should incorporate interventions aimed at enhancing individual’s self-efficacy. They should also raise awareness on perceived susceptibility, perceived severity, perceived benefits and cues of action. These will motivate individuals to engage in a healthier life style and change behaviour towards cholera prevention. The study was limited to Greater Accra; specifically, Chorkor and Abgogloshie. This may not allow the researcher to generalise the findings to the Ghanaian population. Future research could select other geographical setting in the country.
A study on improving employees’ behaviour towards increasing students’ loyalty: The mediating role of need understanding, service quality, and intimacy among students in Kenya
(Management Science Letters, 2018-08) Amegbe, H.; Hanu, C.; Nkukpornu, A.
During the past few years, there have been various studies on the relationship between academic behavior, teaching and student retention but not much has been on administration staff and students. This study examined improving employees’ behavioural factors towards increasing students' loyalty. The paper explores the direct mediation and indirect mediation of employee behavioural factors leading to build student loyalty. More specifically the focus is on the constructs of service quality (SQLTY), need understanding (NEEDUND), intimacy (INTIMACY), and student loyalty (STLOY). This study depended on a positivist research paradigm. In this study, over 800 structured questionnaires were administered for research subjects. However, 743 were captured for the final analysis. The analytical tool used in this study is the ADANCO 2.0.1 software and in terms of statistical processing, the PLS-SEM technique was utilized. The two main takeaways from the direct relationships are that INTIMACY is a strong predictor of STLOY, and NEEDUND is also a strong predictor of SQLTY. The indirect mediations of INTIMACY on SQLTY and STLOY, INTIMACY on NEEDUND and STLOY, and SQLTY on NEEDUND and INTIMACY were all not supported. The study, like any academic work, has limitations. Despite these limitations, this study offers theoretical as well as practical values for the research community and administrators of universities and higher education administrators as a whole. For administrators of the universities and the higher education, the study points out the critical needs for administrators to better understand students’ loyalty and behaviours of employees during the service encounter, which could lead to intimacy and eventually student loyalty. The present study is innovated by quantitatively examining how the above mentioned behavioural factors of employees could lead to INTIMACY and STLOY.
Using Social Marketing to Demystify the Myths Surrounding Covid-19 Vaccination: The Mediating Role of Important Others
(Social Marketing Quarterly, 2022) Coffie, I.S.; Nkukpornu, A.; Kankam, W.A.; Ocloo, C.E.
Background: The misconceptions and conspiracy theories against the Covid-19 vaccines have been identified as potential factors that could negatively impact herd immunity for COVID-19. vaccination. Focus of the article: From the perspectives of the Health Belief Model and the Theory of Planned Behavior: the study sought to determine an effective social marketing intervention to address the misconceptions about the Covid-19 vaccines. Research Hypotheses: The hypotheses stipulate that perceived susceptibility, perceived severity, perceived benefit, and perceived barriers of the coronavirus will positively influence COVID-19 vaccination behavior. The study further hypothesized that subjective norms (important others) would significantly mediate the relationships. Methods: Structured questionnaires were used to collect data from 821 individuals from three administrative regions, which constitutes 65% of the population of Ghana. The quota and convenience sampling technique was used in selecting the respondents due to the lack of a sampling frame. Results: The study’s findings show that only perceived susceptibility and the perceived barrier directly influence COVID-19 vaccination behavior. The result, however, shows a significant improvement when important others were introduced as a mediating variable. Thus, all four constructs had a positive and significant influence on Covid-19 vaccination behavior through subjective norm (important others) as an intervening variable. The study shows the value of usingopinion leaders as a communication channel in addressing misperceptions and conspiracy theories against the Covid-19 vaccines. Recommendation for Research and Practice: To effectively address the misconceptions about To improve herd immunity and the COVID-19 vaccines, social marketers should identify key influencers in various communities and cities and use them to promote the vaccination program. The study examined and found subjective norms (perceived social pressure from important others in society on an individual to perform or not to perform a behavior) as a significant mediator for promoting COVID-19 vaccination behavior. Limitations: The current study examined the mediating role of subjective norm and the HBMs’ constructs. Future studies could also consider integrating subjective norm as a mediator in other behavioral change theories to predict the target audience’s behavior.