COVID-19 vaccination national radio advertising credibility assessment by rural consumers: The influence of indigenous medical knowledge systems and traditional beliefs

Abstract

The rural consumer has been largely ignored in advertising research, yet they constitute more than 50% of the population in Africa. The study aimed to explore rural consumers’ assessment of COVID-19 vaccination radio advertising credibility with a peculiar focus on the influence of indigenous medical knowledge systems and traditional beliefs in Zimbabwe. The interpretive paradigm was adopted in the embedded single case study. The rural population which was purposively sampled consisted of 6Focus Group Discussions (FGD) and 12 interviews of rural consumers. Thematic approach was used to analyze the data. The results show that credibility of radio adverts on COVID-19 is dependent on the source of information, political perceptions, religious and personal experiences on COVID-19. Rural consumers also relied on traditional medicines to treat COVID-19. The rural consumers have strong belief in spirituality and witchcraft which had a bearing on the acceptance/non acceptance of COVID-19 vaccination radio adverts. The study provides theoretical insights and also practical contribution to COVID-19 vaccination managers, advertisers and health marketing practitioners to enhance the acceptance and trust of national radio ads, so as to increase rural consumers’ vaccination.

Keywords:

• rural consumers
• radio advertisement credibility
• COVID-19 vaccination
• indigenous medical knowledge systems
• traditional beliefs

Public interest statement

The study aimed to establish rural consumers’ evaluation of COVID-19 vaccination national radio advertisements and the extent to which their perceptions were influenced by indigenous medical knowledge systems and traditional beliefs in a typical sub-Saharan Africa pre-emerging market of Zimbabwe. Using interviews and discussions from groups of rural consumers, it was noted that trust in radio advertisements produced by the government covering the whole country depended on source of information, political considerations, personal experiences with the disease, and religious beliefs. Rural consumers’ views were also influenced by the extent to which they relied on traditional medicine to combat COVID-19. Beliefs on witchcraft also obscured their acceptance of the vaccination message. Key factors which militate and those which enhance rural consumers’ trust in national radio advertisement to uptake vaccination were provided. The model can assist public health officers, advertisers, governments and NGOs to promote vaccination of rural people in Africa.

Disclosure statement

All authors did not have any conflict of interest

Additional information

Funding

The author(s) reported there is no funding associated with the work featured in this article.

Notes on contributors

Divaries Cosmas Jaravaza

Dr Divaries Cosmas Jaravaza (PhD, WITS) and the research team are conducting a series of studies in African healthcare marketing and public health promotion, taking into account indigenous knowledge systems and mind in context. This research paper brings out one of the key themes of our thrust. The bigger picture is cross-cultural studies on these themes.