Influence of Covid–19 Protocol Messages on Patronage of Hand Sanitisers among Undergraduate Students

Abstract

The study examined the in􀅫luence 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 in􀅫luence of the COVID-19 protocol message on the patronage of hand sanitiser. The results showed that COVID-19 protocol messages were in􀅫luential 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-19incidencewhileincreasingthedistributionofhandsanitisers. The research outcomes suggest that using social media to reach the younger generation is highly effective in Nigeria.