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Background Despite global efforts to combat the menace of open defecation, the phenomenon persists, particularly in developing nations. It is estimated that about 14% of Sub-Saharan Africa’s population still practice open defecation. Focus The study sought to examine the behavioral and psychological mechanisms that influence attitudes toward open-defecation-free behavior in Ghana by applying a behavior change theory. Key Hypotheses The following hypotheses were formulated and tested by this study: households’ attitude towards open defecation-free has a significant positive relationship with the actual open defecation-free behavior, household’s subjective norms towards open defecation-free have a significant positive relationship with their actual open defecation-free behavior and households’ perceived behavioral control over open defecation free has a significant positive relationship with their actual open defecation free behavior. Methods A cross-sectional survey was conducted involving 550 respondents. Data were analyzed using the structural equation modeling technique. Results All three variables of the theory of planned behavior were found to have a positive significant influence on Ghanaian households’ actual open defecation-free behaviors. Demographics such as income, educational level, and availability of latrines were found to moderate the relationships between subjective norms, perceived behavioral control, and households’ actual open defecation behavior. Importance to Social Marketing Field The study extends the current literature on social marketing by demonstrating that the theory of planned behavior could be used to predict people’s attitudes toward open-defecation-free behavior. Though the theory of planned behavior has been empirically proven as a good predictor of behavior, by moderating its relationship with open defecation-free behavior with demographic variables our model fleshes out more nuances of the theory, thereby contributing to the development of a social marketing theory. Recommendations for Research or Practice This study employed a cross-sectional survey; hence it may presume static relationships among the constructs which can be cured by a future longitudinal study that could explain the pattern of behavior change. The study recommends that government facilitates the provision of latrines for households by providing financial assistance to those who cannot afford the construction of latrines. A social marketing campaign should also be adopted to encourage the use of latrines.

Social media tools have emerged as an imperative source of information for customers. However, the relationship between information volume on social media and consumer choice quality remains blurred in literature. The study sought to examine the relationship between choice overload on social media and product choice quality, and how choice quality influences post-purchase dissonance. The study employed a positivist research paradigm and an explanatory design to examine the relationship between the various constructs. Using a purposive sampling method, Responses from 249 respondents were quantitatively analyzed.  Structural equation modeling (SEM) was utilized. The outcome revealed a direct significant effect of choice overload on poor choice quality and a strong positive association between choice quality and post-purchase dissonance using social media tools. The distinctiveness of the study adds to the existing literature by extending the current understanding of post-purchase dissonance and consumer behavior in general.

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As the political and media landscape becomes more complex, political parties and candidates worldwide are continually exploring new ways and ideas to effectively communicate their messages to their target audience. Throughout the political history of Ghana, the mass media has played an integral role in political marketing successes. However, with the advent of the digital economy, social media platforms have unfolded new possibilities for politicians to engage with citizens. The study examined the extent to which political message dissemination on social media by politicians in Ghana influence young voters' political knowledge, efficacy, and participation. A quantitative approach was adopted and data were analysed using structural equation modelling. Findings revealed positive and significant relationships between political message dissemination on social media and political participation, political knowledge, and political efficacy of young voters. Overall, the findings revealed that political participation, especially amongst young voters, could be enhanced through the use of social media.

The role of perceived value, brand credibility and word-of-mouth endorsement in supporting customers` behavioural intentions to pay a high price has gained much attention lately in the marketing literature. However, studies on the impact of perceived value on customers` intention to pay a high price via the intervening role of brand credibility and word-of-mouth endorsement are relatively scarce in the literature. Consequently, this research goal was to assess the impact of customer value (as a high-order variable) on intentions to pay a high price through the intervening role of brand credibility and word-of-mouth endorsement in the herbal industry in Ghana. Through a systematic sampling procedure, 265 samples of customers in the herbal market provided data for this research. Structural equation modelling was employed to quantitatively analysed the hypotheses proposed in the research. The results show that all the social value, emotional value, perceived quality and value for money are dimensions of perceived value. Again, it was also established that brand credibility plays a partial role in the influence of perceived value on word-of-mouth endorsement and intentions to pay more. Likewise, word-of-mouth endorsement was found to partially contributes to supporting the relationship between brand credibility and intentions to pay more in the herbal market. The paper, therefore, established that the contribution of brand credibility and word-of-mouth endorsement is critical when building perceived value (social value, emotional value, quality and value for money) to reinforce customers` intentions to pay a high price in the herbal industry.

The study examined the relationship between brand marketing programs and brand loyalty of automobile users in an emerging economy context. Adopting a positivist paradigm, a quantitative approach was employed. Using a cross-sectional survey, data was collected from 700 respondents. Scales of measures were evaluated using exploratory and confirmatory factor analysis after which consumer loyalty segments were created using cluster analysis. Logistic regression was carried out to evaluate the effect of brand marketing programs on consumer loyalty. The study revealed a positive and significant association between brand marketing efforts and consumers’ purchase decisions and loyalty to automobile brands. Four brand marketing efforts were also found to be significantly associated with the two segments (high and low involvement) at varying degrees.

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