Social marketing: Using the health belief model to understand breast cancer protective behaviours among women

Abstract

The objective of the study was to apply the health belief model (HBM) to understand breast cancer protective behaviours recommended by implementers of social marketing intervention programmes among women in Ghana. A cross‐sectional survey using a 5‐point Likert scale questionnaire was used to collect data from 363 women. The data were analysed using descriptive statistics, factor analysis, multiple regression, and analysis of variance. The result shows that HBM was significant in explaining 68.9% of the variance in the breast cancer protective behaviours. The study found all the constructs of HBM (perceived susceptibility, perceived benefits, perceived barriers, self‐efficacy, and cues to action) with the exception of severity to have statistically significant relationship with the performance of breast cancer protective behaviours. Significant differences were found within respondents' age group and educational levels and the constructs of HBM regarding breast cancer protective behaviours.

Customers response to online food delivery services during COVID‐19 outbreak using binary logistic regression

“…Frequency of purchases will determine customer decision making. Perceived benefit is the sum of benefits an individual expects to attain on following a behaviour (Gabriel et al, 2019;Tweneboah-Koduah, 2018). The present study result is consistent with previous studies (Carico et al, 2020;Gabriel et al, 2019;Janz & Becker, 1984).…”

Using Social Marketing to Demystify the Myths Surrounding Covid-19 Vaccination: The Mediating Role of Important Others

“…This is an indication that the perceived vulnerability of the coronavirus will have a significant direct influence on the target audience’s willingness to seek vaccination against the virus. This supports the findings of Tweneboah-Koduah (2018), who also found a positive relationship between susceptibility and breast screening behavior. Thus, perception of vulnerability has a direct influence on vaccination behavior.…”

“…The measurement items were adapted from the literature to suit the context of the current study. The items measuring perceived susceptibility were adapted from (Deshpande et al, 2009; Tweneboah-Koduah, 2018). Perceived severity, perceived benefits, and barriers were measured using 5, 6, and 4 items, respectively.…”

“…For the current study, the perceived barrier is operationalized as the misconceptions and conspiracy theories concerning the Covid-19 vaccine. From the HBM’s perspective, the findings of Tweneboah-Koduah (2018) show that Ghanaian women were more willing to perform breast self-examination (BSE) when they perceived susceptibility and severity of the breast cancer disease and the benefits of performing the BSE. The work of Obirikorang et al (2018) also shows lack of susceptibility and severity as the significant predictors of noncompliance to antihypertensive therapy among hypertensive patients in Ghana.…”

How COVID-19 Pandemic Is Accelerating the Transformation of Higher Education Institutes: A Health Belief Model View

“…the study concluded that the perceived severity has a positive significant impact on the individuals' attitude towards dengue fever since most respondents were strongly agreed and agreed that dengue fever is a serious illness and few of them believe it probably causes death. Moreover, people during COVID-19 pandemic are quite afraid of being infected with any type of diseases, thus the probability of getting infected during the COVID-19 outbreak time becomes as a source of concern for many people, that proves the perceiving severity could change and affect the individuals' attitudes [25,26]. Hence, all previous researches indicate and focus on that the social media has also significant impact in increasing the awareness and sometimes the anxious among people, however, we can assume that there is social media's impact as a learning tool on students' attitude and behavioural intention during COVID-19.…”