Influence of Covid–19 Protocol Messages on Patronage of Hand Sanitisers among Undergraduate Students
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Date
2024
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Publisher
Pakistan Journal of Life and Social Sciences
Abstract
The study examined the inluence of COVID-19 protocol messages on
the patronage of hand sanitiser among undergraduate students to assess
the effectiveness of COVID-19 messages on brands. Undergraduates in
Nigerian universities are the target of advertisers for new products such
as consumables, creams, and cosmetics due to their active presence on
social media. The work is anchored on social marketing theory, while the
study adopted a survey research method. The researchers used the Taro
Yamane form to sample 386 students. The Kruskal-Wallis Rank Test and
regression analysis were employed in the inferential analysis to determine
the inluence of the COVID-19 protocol message on the patronage of hand
sanitiser. The results showed that COVID-19 protocol messages were
inluential in patronising hand sanitiser during the pandemic. From the
indings, the mean response value "1" shows a high level of awareness
of COVID-19 protocol messages on the patronage of hand sanitiser, which
aided in the patronage of hand sanitiser. The standard deviation shows
"25.5%," which explains that opinion on COVID-19 message protocols on
hand sanitiser slightly varies among respondents. Based on the study's
indings, the researchers recommended that policymakers, government
agencies, and other stakeholders responsible for disseminating COVID-19
messages develop a robust framework to capture the masses and curtail
COVID-19 incidence while increasing the distribution of hand sanitisers. The
research outcomes suggest that using social media to reach the younger
generation is highly effective in Nigeria.