LEVERAGING SOCIAL MARKETING PROMOTION TO MITIGATE SUDDEN DEATH INCIDENTS IN NIGERIA
Author(s): Ann Ikechi, Nwansi, Grace Uloego, Chidinma Udo-Orji
Institute(s): Department of Marketing, Ogbonnaya Onu Polytechnic, Aba, 1 Department of Banking and Finance, Federal Polytechnic Nekede, Owerri,2 Department of Marketing, Kingsley Ozumba Mbadiwe University, Ideato, Imo State.3
Volume 4 / Issue 1
Abstract
Sudden death is a major public health challenge in Nigeria, driven by inadequate health information, poor healthcare-seeking attitudes, and the persistent use of unqualified medical practitioners, among others. This study examined the effect of social marketing promotion on health information exposure, attitudes toward professional healthcare services, reduced patronage of medical quacks, and adoption of preventive health behaviours. A descriptive cross-sectional survey was conducted among adult Nigerians exposed to health-related social marketing campaigns. A sample of 369 respondents was determined using Cochran’s formula for large populations and selected through a multistage sampling technique combining purposive and simple random sampling. Data were collected via a structured four-point Likert questionnaire, validated through expert review and tested for reliability using Cronbach’s alpha. Analyses using Pearson correlation and simple linear regression, after verifying assumptions of linearity, normality, homoscedasticity, and absence of multicollinearity, revealed that social marketing promotion significantly enhanced health information exposure, positively influenced attitudes toward professional healthcare, reduced patronage of medical quacks, and promoted preventive health behaviours. Based on these findings, the study recommends institutionalizing social marketing promotion in national health policies, emphasizing anti-quackery messaging, adopting multi-channel communication strategies, integrating campaigns into primary healthcare and community outreach, and establishing systematic monitoring and evaluation mechanisms to sustain impact. Keywords: Social marketing promotion, sudden death, preventive health behaviour, health information exposure. I
Number of Pages: 12
Number of Words: 3,720
First Page: 170
Last Page: 182