农村消费者COVID-19疫苗接种的公共卫生促进:综合社交媒体和宗教信仰体系的作用

IF 1.2 Q4 HEALTH POLICY & SERVICES
Divaries Cosmas Jaravaza, Joshua Risiro, Paul Mukucha, Nomuhle Jaravaza
{"title":"农村消费者COVID-19疫苗接种的公共卫生促进:综合社交媒体和宗教信仰体系的作用","authors":"Divaries Cosmas Jaravaza, Joshua Risiro, Paul Mukucha, Nomuhle Jaravaza","doi":"10.1108/ijphm-02-2023-0016","DOIUrl":null,"url":null,"abstract":"Purpose The main purpose of the study was to synthesise the role of COVID-19 social media messages and indigenous religious beliefs on public health promotion initiatives among rural consumers in Zimbabwe. Design/methodology/approach A qualitative approach was adopted. Population consisting of 15 interviews and six focus groups was purposively sampled from Manicaland, Mashonaland Central and Masvingo provinces in Zimbabwe. A thematic approach was used to present and analyse the data. Findings Rural consumers believed WhatsApp messages posted by people whom they know or influential personnel like health workers. Credibility of WhatsApp messages was enhanced through its ability to send videos and audios. Teachings and indoctrination by indigenous churches and misinformation were found to be an impediment in believing COVID-19 WhatsApp messages and vaccination by rural consumers. Faith healers in indigenous churches used various practices and artefacts like holy water, stone pebbles, clay pots, flags and wooden rods to pray and treat patients suffering from COVID-19 and other ailments. Practical implications Social media messages, religious teachings and indoctrination may be a hindrance to rural consumers in adopting government public health promotion initiatives; hence, public health professionals need prior emic understanding and co-option of local leadership in vaccination campaigns. Originality/value This study outstretches the theoretical landscape in consumer behaviour and also practical contribution to health practitioners and marketers on breaking indigenous religious barriers and social media misconceptions on vaccination uptake through promotional strategies earmarked for rural consumers.","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":null,"pages":null},"PeriodicalIF":1.2000,"publicationDate":"2023-10-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Public health promotion of COVID-19 vaccination to rural consumers: synthesising the role of social media and religious belief systems\",\"authors\":\"Divaries Cosmas Jaravaza, Joshua Risiro, Paul Mukucha, Nomuhle Jaravaza\",\"doi\":\"10.1108/ijphm-02-2023-0016\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Purpose The main purpose of the study was to synthesise the role of COVID-19 social media messages and indigenous religious beliefs on public health promotion initiatives among rural consumers in Zimbabwe. Design/methodology/approach A qualitative approach was adopted. Population consisting of 15 interviews and six focus groups was purposively sampled from Manicaland, Mashonaland Central and Masvingo provinces in Zimbabwe. A thematic approach was used to present and analyse the data. Findings Rural consumers believed WhatsApp messages posted by people whom they know or influential personnel like health workers. Credibility of WhatsApp messages was enhanced through its ability to send videos and audios. Teachings and indoctrination by indigenous churches and misinformation were found to be an impediment in believing COVID-19 WhatsApp messages and vaccination by rural consumers. Faith healers in indigenous churches used various practices and artefacts like holy water, stone pebbles, clay pots, flags and wooden rods to pray and treat patients suffering from COVID-19 and other ailments. Practical implications Social media messages, religious teachings and indoctrination may be a hindrance to rural consumers in adopting government public health promotion initiatives; hence, public health professionals need prior emic understanding and co-option of local leadership in vaccination campaigns. Originality/value This study outstretches the theoretical landscape in consumer behaviour and also practical contribution to health practitioners and marketers on breaking indigenous religious barriers and social media misconceptions on vaccination uptake through promotional strategies earmarked for rural consumers.\",\"PeriodicalId\":51798,\"journal\":{\"name\":\"International Journal of Pharmaceutical and Healthcare Marketing\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":1.2000,\"publicationDate\":\"2023-10-17\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Pharmaceutical and Healthcare Marketing\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1108/ijphm-02-2023-0016\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q4\",\"JCRName\":\"HEALTH POLICY & SERVICES\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Pharmaceutical and Healthcare Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/ijphm-02-2023-0016","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"HEALTH POLICY & SERVICES","Score":null,"Total":0}
引用次数: 0

摘要

该研究的主要目的是综合2019冠状病毒病社交媒体信息和土著宗教信仰对津巴布韦农村消费者公共卫生促进举措的作用。设计/方法/方法采用了定性方法。人口包括15个访谈和6个焦点小组,有目的地从津巴布韦的马绍纳兰、马绍纳兰中部和马斯文戈省抽取样本。采用专题方法来提出和分析数据。农村消费者相信他们认识的人或卫生工作者等有影响力的人员发布的WhatsApp消息。通过发送视频和音频的能力,WhatsApp消息的可信度得到了提高。据发现,土著教会的教导和灌输以及错误信息阻碍了农村消费者相信COVID-19 WhatsApp信息和接种疫苗。土着教堂的信仰治疗师使用圣水、鹅卵石、陶罐、旗帜和木棍等各种做法和文物来祈祷和治疗患有COVID-19和其他疾病的患者。社会媒体信息、宗教教义和教化可能阻碍农村消费者采纳政府的公共卫生促进举措;因此,公共卫生专业人员需要事先了解疫情,并在疫苗接种运动中与地方领导合作。独创性/价值这项研究拓展了消费者行为的理论领域,并对卫生从业人员和营销人员通过专门针对农村消费者的促销战略打破土著宗教障碍和社会媒体对接种疫苗的误解作出了实际贡献。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Public health promotion of COVID-19 vaccination to rural consumers: synthesising the role of social media and religious belief systems
Purpose The main purpose of the study was to synthesise the role of COVID-19 social media messages and indigenous religious beliefs on public health promotion initiatives among rural consumers in Zimbabwe. Design/methodology/approach A qualitative approach was adopted. Population consisting of 15 interviews and six focus groups was purposively sampled from Manicaland, Mashonaland Central and Masvingo provinces in Zimbabwe. A thematic approach was used to present and analyse the data. Findings Rural consumers believed WhatsApp messages posted by people whom they know or influential personnel like health workers. Credibility of WhatsApp messages was enhanced through its ability to send videos and audios. Teachings and indoctrination by indigenous churches and misinformation were found to be an impediment in believing COVID-19 WhatsApp messages and vaccination by rural consumers. Faith healers in indigenous churches used various practices and artefacts like holy water, stone pebbles, clay pots, flags and wooden rods to pray and treat patients suffering from COVID-19 and other ailments. Practical implications Social media messages, religious teachings and indoctrination may be a hindrance to rural consumers in adopting government public health promotion initiatives; hence, public health professionals need prior emic understanding and co-option of local leadership in vaccination campaigns. Originality/value This study outstretches the theoretical landscape in consumer behaviour and also practical contribution to health practitioners and marketers on breaking indigenous religious barriers and social media misconceptions on vaccination uptake through promotional strategies earmarked for rural consumers.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
CiteScore
3.10
自引率
8.30%
发文量
21
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信