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.
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.
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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