Advanced search
Publication Cover
Cogent Public Health Volume 10, 2023 - Issue 1
Journal homepage
843
Views
1
CrossRef citations to date
0
Altmetric
HEALTH BEHAVIOUR

Can social marketing undo the COVID-19 infodemic? Predicting consumer preventive health behavior in the marginalized communities in Zimbabwe

Phillip Dangaiso1 Department of Economics, Marketing and Entrepreneurship, Zimbabwe Ezekiel Guti University, Bindura, ZimbabweCorrespondence[email protected]
ORCID Iconhttps://orcid.org/0000-0002-4495-0601View further author information
ORCID Icon,
Forbes Makudza2 Department of Business Enterprise and Management, University of Zimbabwe, Harare, ZimbabweORCID Iconhttps://orcid.org/0000-0003-2559-5576View further author information
ORCID Icon,
Sinothando Tshuma3 Department of Marketing, Zimbabwe Open University, ZimbabweView further author information
,
Hope Hogo4 Department of Marketing and Information Sciences, Midlands State University, Gweru, ZimbabweView further author information
,
Nyasha Mpondwe5 Department of Marketing, Bindura University of Science Education, Bindura, ZimbabweView further author information
,
Courage Masona1 Department of Economics, Marketing and Entrepreneurship, Zimbabwe Ezekiel Guti University, Bindura, ZimbabweView further author information
,
Upenyu Sakarombe1 Department of Economics, Marketing and Entrepreneurship, Zimbabwe Ezekiel Guti University, Bindura, ZimbabweView further author information
,
Tendai Nedure1 Department of Economics, Marketing and Entrepreneurship, Zimbabwe Ezekiel Guti University, Bindura, ZimbabweView further author information
,
Regis Muchowe6 Department of Business Management, Zimbabwe Open University, Harare, ZimbabweView further author information
,
Gift Nyathi7 Department of Accounting and Finance, Lupane State University, Lupane, ZimbabweView further author information
,
Knowledge Jonasi8 Department of Banking and Finance, Bindura University of Science Education, Bindura, ZimbabweView further author information
,
Tendai Towo8 Department of Banking and Finance, Bindura University of Science Education, Bindura, ZimbabweView further author information
,
Tendai Manhando9 Department of Accounting, Gwanda State University, Gwanda, ZimbabweView further author information
&
Daniel Tagwirei10 Department of Development Studies, Zimbabwe Open University, ZimbabweView further author information
 show all
Article: 2234599 | Received 29 Jan 2023, Accepted 05 Jul 2023, Published online: 18 Jul 2023

References

  • Bardus, M., Assaf, S. A., & Sakr, C. J. (2023). Using social marketing to promote covid-19 vaccination uptake: a case study from the “aube vaccinated” campaign. Vaccines, 11(2), 1–21. https://doi.org/10.3390/vaccines11020459
  • Carpenter, C. J. (2010). Ameta-analysis of the effectiveness of the Health Belief Model variables in predicting behavior. Health Communication, 25(8), 661–669. https://doi.org/10.1080/10410236.2010.521906
  • Dehghani, M., Acikgoz, F., Mashatan, A., & Lee, S. H. (2022). A holistic analysis towards understanding consumer perceptions of virtual reality devices in the post-adoption phase. Behaviour and Information Technology, 41(7), 1453–1471. https://doi.org/10.1080/0144929X.2021.1876767
  • European Centre for Disease Prevention and Control. (2022). Global COVID-19 Statistics. https://www.ecdc.europa.eu
  • Fornell, C., & Larcker, D. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
  • Freivogel, C., & Visschers, V. H. M. (2021). Antimicrobial-resistant bacteria in food: Which behaviour change strategies increase consumers’ risk awareness and preventive food-handling behaviour? Health Psychology and Behavioral Medicine, 9(1), 350–379. https://doi.org/10.1080/21642850.2021.1912609
  • French, J., & Gordon, R. (2015). Strategic social marketing. SAGE.
  • Glanz, R., Rimer, B. K., & Viswanath, K. (2008). Health Behavior and Health Education: Theory, research and practice. Jossey-Bass.
  • Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage.
  • Heydari, A., Isfahani, P., & Bagheri, S. (2023). Predicting Covid-19 preventive behaviors based on constructs of health belief model. Primary Health Care Research and Development, 24, 24. https://doi.org/10.1017/S1463423622000743
  • Hidayati, H., Musniati, N., Hidayat, A., & Nurmansyah, M. I. (2022). Using Health Belief Model for predicting COVID-19 prevention practices among university student and staff. International Journal of Public Health Science (IJPHS), 11(1), 20–27. https://doi.org/10.11591/ijphs.v11i1.21059
  • Hong, S.-A. (2023). COVID-19 vaccine communication and advocacy strategy: A social marketing campaign for increasing COVID-19 vaccine uptake in South Korea. Humanities and Social Sciences Communications, 10(1), 1–9. https://doi.org/10.1057/s41599-023-01593-2
  • Islam, M. R., Abdulrazak, L. F., Alam, M. K., Paul, B. K., Ahmed, K., Bui, F. M., Moni, M. A., & GM, S. (2022). Identification of potential key genes and molecular mechanisms of medulloblastoma based on integrated bioinformatics approach. BioMed Research International, 2022, 1–17. https://doi.org/10.1155/2022/1776082
  • Islam, M. R., Ahmed, M. L., Kumar Paul, B., Bhuiyan, T., Ahmed, K., & Moni, M. A. (2020). Identification of the core ontologies and signature genes of polycystic ovary syndrome (PCOS): A bioinformatics analysis. Informatics in Medicine Unlocked, 18, 100304. https://doi.org/10.1016/j.imu.2020.100304
  • Jaravaza, D. C., Risiro, J., & Mukucha, P. (2023). COVID-19 vaccination national radio advertising credibility assessment by rural consumers: The influence of indigenous medical knowledge systems and traditional beliefs. Cogent Public Health, 10(1). https://doi.org/10.1080/27707571.2023.2178052
  • Karimy, M., Bastami, F., Sharifat, R., Heydarabadi, A. B., Hatamzadeh, N., Pakpour, A. H., Cheraghian, B., Zamani-Alavijeh, F., Jasemzadeh, M., & Araban, M. (2021). Factors related to preventive COVID-19 behaviors using health belief model among general population: A cross-sectional study in Iran. BMC Public Health, 21(1), 1–8. https://doi.org/10.1186/s12889-021-11983-3
  • Kline, R. B. (2023). Principles and practice of structural equation modelling (5th ed.). The Guilford Press.
  • Lee, N. R., & Kotler, P. (2016). SOCIAL MARKETING: Changing Behaviors for Good (5th ed.). SAGE.
  • Mahindarathne, P. P. (2021). Assessing COVID-19 preventive behaviours using the health belief model: A Sri Lankan study. Journal of Taibah University Medical Sciences, 16(6), 914–919. https://doi.org/10.1016/j.jtumed.2021.07.006
  • Mahmud, S. M. H., Chen, W., Liu, Y., Awal, M. A., Ahmed, K., Rahman, M. H., & Moni, M. A. (2021). PreDTIs: Prediction of drug-Target interactions based on multiple feature information using gradient boosting framework with data balancing and feature selection techniques. Briefings in Bioinformatics, 22(5), 1–20. https://doi.org/10.1093/bib/bbab046
  • Maleka, N. H., & Matli, W. (2022). A review of telehealth during the COVID-19 emergency situation in the public health sector: Challenges and opportunities. Journal of Science and Technology Policy Management. https://doi.org/10.1108/JSTPM-08-2021-0126
  • Malhotra, N. K., Nunan, D., Birks, D. F., & Malhotra, N. K. (2017). Marketing research. An applied approach (5th ed.). Pearson. https://doi.org/10.4324/9781315088754
  • Ministry of Health and Childcare (MOHCC). (2022). COVID-19 national report: Cases, deaths and vaccination statistics. http://www.mohcc.gov.zw
  • Moradhaseli, S., Ataei, P., Farhadian, H., & Ghofranipour, F. (2019). Farmers’ preventive behavior analysis against sunlight using the health belief model: A study from Iran. Journal of Agromedicine, 24(1), 110–118. https://doi.org/10.1080/1059924X.2018.1541036
  • Muposhi, A., Dhurup, M., & Surujlal, J. (2015). The green dilemma: Reflections of a Generation Y consumer cohort on green purchase behaviour. The Journal for Transdisciplinary Research in Southern Africa, 11(3), 31–40. https://doi.org/10.4102/td.v11i3.64
  • Niculaescu, C.-E. (2021). Using the Health Belief Model to design a questionnaire to measure people’s perceptions regarding COVID-19 immunity certificates. MedRxiv, 1–14. https://www.medrxiv.org/%0Ahttp://ovidsp.ovid.com/ovidweb.cgi?T=JS&PAGE=reference&D=empp&NEWS=N&AN=2015874039
  • Pennycook, G., McPhetres, J., Zhang, Y., Lu, J. G., & Rand, D. G. (2020). Fighting COVID-19 Misinformation on SocialMedia: Experimental Evidence for a ScalableAccuracy-Nudge Intervention. Aps ASSOCIATION for PSYCHOLOGICAL SCIENCE, 31(7), 770–780. https://doi.org/10.1177/0956797620939054
  • Podsakoff, P. M., MacKenzie, S. B., & Podsakoff, N. P. (2012). Source of method bias in social science research and recommendations on how to control it. Annual Review of Psychology, 63(1), 539–569. https://doi.org/10.1146/annurev-psych-120710-100452
  • Puri, N., Coomes, E. A., Haghbayan, H., & Gunaratne, K. (2020). Social media and vaccine hesitancy: New updates for the era of COVID-19 and globalized infectious diseases. Human Vaccines and Immunotherapeutics, 16(11), 2586–2593. https://doi.org/10.1080/21645515.2020.1780846
  • Rosenstock, I. M. (2000). Health Belief Model. In <. I. I. A. I. E. <. Kazdin (Ed.), Encyclopedia of psychology (Vol. 4, pp. 78–80). Oxford University Press. https://doi.org/10.1037/10519-035
  • Saunders, M. N. K., Lewis, P., & Thornhill, A. (2018). Research Methods for Business Students (8th ed.). Pearson.
  • Shahnazi, H., Ahmadi-Livani, M., Pahlavanzadeh, B., Rajabi, A., Hamrah, M. S., & Charkazi, A. (2020). Assessing preventive health behaviors from COVID-19: A cross sectional study with health belief model in Golestan Province, Northern of Iran. Infectious Diseases of Poverty, 9(1), 1–9. https://doi.org/10.1186/s40249-020-00776-2
  • Shekhar, S. K. (2022). Social marketing plan to decrease the covid-19 vaccine hesitancy among senior citizens in Rural India. Sustainability, 14(13), 7561. https://doi.org/10.3390/su14137561
  • Shitu, K., Adugna, A., Kassie, A., Handebo, S., & Mahmoud, A. B. (2022). Application of Health Belief Model for the assessment of COVID-19 preventive behavior and its determinants among students: A structural equation modeling analysis. PLoS ONE, 17(3), 1–17. https://doi.org/10.1371/journal.pone.0263568
  • Smail, E., Schneider, K. E., DeLong, S. M., Willis, K., Arrington-Sanders, R., Yang, C., Alexander, K. A., & Johnson, R. M. (2021). Health beliefs and preventive behaviors among adults during the early COVID-19 Pandemic in the United States: A Latent Class Analysis. Prevention Science, 22(8), 1013–1022. https://doi.org/10.1007/s11121-021-01273-0
  • Sreelakshmi, C. C., & Prathap, S. K. (2020). Continuance adoption of mobile-based payments in Covid-19 context: An integrated framework of health belief model and expectation confirmation model. International Journal of Pervasive Computing and Communications, 16(4), 351–369. https://doi.org/10.1108/IJPCC-06-2020-0069
  • Tanzir Mehedi, S., Ahmed, K., Bui, F. M., Rahaman, M., Hossain, I., Tonmoy, T. M., Limon, R. A., Ibrahim, S. M., & Moni, M. A. (2022). MLBioIGE: Integration and interplay of machine learning and bioinformatics approach to identify the genetic effect of SARS-COV-2 on idiopathic pulmonary fibrosis patients. Biology Methods and Protocols, 7(1). https://doi.org/10.1093/biomethods/bpac013
  • Taz, T. A., Ahmed, K., Paul, B. K., Al-Zahrani, F. A., Mahmud, S. M. H., & Moni, M. A. (2021). Identification of biomarkers and pathways for the SARS-CoV-2 infections that make complexities in pulmonary arterial hypertension patients. Briefings in Bioinformatics, 22(2), 1451–1465. https://doi.org/10.1093/bib/bbab026
  • Vasli, P., Shekarian-Asl, Z., Zarmehrparirouy, M., & Hosseini, M. (2022). The predictors of COVID-19 preventive health behaviors among adolescents: The role of health belief model and health literacy. Journal of Public Health. Germany), Abdoli 2020. https://doi.org/10.1007/s10389-022-01808-x
  • Weinhold, I., & Gurtner, S. (2014). Understanding shortages of sufficient healthcare in rural areas. Health Policy, 118(2), 201–214. https://doi.org/10.1016/j.healthpol.2014.07.018
  • Weinreich, N. K. (2010). Hands on social marketing: A step by step guide to designing change for good. SAGE. https://doi.org/10.4135/9781452224879
  • Weng, C., Matere, I. M., Rathinasabapathi, A., & Chu, A. Z. (2020). The myth of knowledge within a robust nutrition online training course. Online Information Review, 44(1), 162–180. https://doi.org/10.1108/OIR-05-2019-0168
  • Yap, S. F., Lim, W. M., Gaur, S. S., & Lim, P. Y. (2021). A framework for preventive health marketing. Journal of Strategic Marketing, 1–24. https://doi.org/10.1080/0965254X.2021.2013933
  • Yuan, F., Qian, D., Huang, C., Tian, M., Xiang, Y., He, Z., & Feng, Z. (2015). Analysis of awareness of health knowledge among rural residents in Western China. BMC Public Health, 15(1), 1–8. https://doi.org/10.1186/S12889-015-1393-2
  • Zareipour, M. A., Ardakani, M. F., Moradali, M. R., Jadgal, M. S., & Movahed, E. (2020). Determinants of COVID-19 prevention behavior in the elderly in urmia: Application of health belief model. Open Access Macedonian Journal of Medical Sciences, 8(T1), 646–650. https://doi.org/10.3889/oamjms.2020.5653
  • Zhang, X., Liu, S., Wang, L., Zhang, Y., & Wang, J. (2020). Mobile health service adoption in China: Integration of theory of planned behavior, protection motivation theory and personal health differences. Online Information Review, 44(1), 1–23. https://doi.org/10.1108/OIR-11-2016-0339

Related research

People also read lists articles that other readers of this article have read.

Recommended articles lists articles that we recommend and is powered by our AI driven recommendation engine.

Cited by lists all citing articles based on Crossref citations.
Articles with the Crossref icon will open in a new tab.