{"title":"Intention to Vaccinate against COVID-19: a Social Marketing perspective using the Theory of Planned Behaviour and Health Belief Model","authors":"K. K. Twum, D. Ofori, G. Agyapong, A. A. Yalley","doi":"10.1108/JSOCM-04-2021-0085","DOIUrl":null,"url":null,"abstract":"\nPurpose\nThis study examines the factors influencing intention to vaccinate against COVID-19 in a developing country context using the theory of planned behaviour (TPB) and health belief model (HBM).\n\n\nDesign/methodology/approach\nThrough a cross-sectional survey design, the study adopted a quantitative approach to data collection and analysis. The study used an online survey to collect data from 478 respondents eligible to take the COVID-19 vaccine in Ghana.\n\n\nFindings\nAttitude, social norm, perceived behavioural control, perceived susceptibility and cues to action were found to be predictors of COVID-19 vaccination intention. The results also showed that perceived severity, perceived benefits and perceived barriers did not predict COVID-19 vaccination intention.\n\n\nPractical implications\nTo enhance the effectiveness of COVID-19 social marketing campaigns, social marketing theories such as the TPB and HBM can aid in assessing the intention of the target population to take the vaccines. An assessment of vaccination intention will help understand disease threat perception and behavioural evaluation. The consideration of the effect of demography on vaccination intention will aid in developing effective campaigns to satisfy the needs of segments.\n\n\nOriginality/value\nThis study adds to the limited research on understanding citizens’ intention to vaccinate against COVID-19 by combining the TPB and HBM to predict vaccination intention. The study contributes towards the use of social marketing practices to enhance the efficacy of vaccination campaigns.\n","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":null,"pages":null},"PeriodicalIF":3.1000,"publicationDate":"2021-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"21","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Social Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/JSOCM-04-2021-0085","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 21
Abstract
Purpose
This study examines the factors influencing intention to vaccinate against COVID-19 in a developing country context using the theory of planned behaviour (TPB) and health belief model (HBM).
Design/methodology/approach
Through a cross-sectional survey design, the study adopted a quantitative approach to data collection and analysis. The study used an online survey to collect data from 478 respondents eligible to take the COVID-19 vaccine in Ghana.
Findings
Attitude, social norm, perceived behavioural control, perceived susceptibility and cues to action were found to be predictors of COVID-19 vaccination intention. The results also showed that perceived severity, perceived benefits and perceived barriers did not predict COVID-19 vaccination intention.
Practical implications
To enhance the effectiveness of COVID-19 social marketing campaigns, social marketing theories such as the TPB and HBM can aid in assessing the intention of the target population to take the vaccines. An assessment of vaccination intention will help understand disease threat perception and behavioural evaluation. The consideration of the effect of demography on vaccination intention will aid in developing effective campaigns to satisfy the needs of segments.
Originality/value
This study adds to the limited research on understanding citizens’ intention to vaccinate against COVID-19 by combining the TPB and HBM to predict vaccination intention. The study contributes towards the use of social marketing practices to enhance the efficacy of vaccination campaigns.