Understanding Public Health Promotion of Vaccination to Rural Communities
Integrating Human Values, Religiosity, Ubuntu and Trust in National Radio Advertisements
Bibliographic Data
| ID | 21737647 |
|---|---|
| Authors | Divaries Cosmas Jaravaza (0000-0002-8930-1242, Bindura University of Science Education, corresponding author), Paul Mukucha (0000-0002-6264-6574, Bindura University of Science Education), Phillip Dangaiso (0000-0002-4495-0601, Chinhoyi University of Technology), Nomuhle Jaravaza (Bindura University of Science Education), Nyasha Mpondwe (Bindura University of Science Education), Tatenda Katsande (Bindura University of Science Education), Valerie Jaravaza (Bindura University of Science Education), Trymore Chingwaru (Bindura University of Science Education) |
| Year | 2025 |
| Pages | 1-20 |
| Publication date | 2025-11-07 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of African Business (JOURNAL) |
| Journal identifiers | ISSN: 1522-8916 • E-ISSN: 1522-9076 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/15228916.2025.2585607 |
| OpenAlex | W4415997927 |
| Language | EN |
| References cited | 65 |
Public health promotion in rural communities is anchored on culture. This study examined the relations between culture constructs of conservation and self-transcendence values, religiosity and Ubuntu and consumer trust in national radio advertisements broadcasting public health messages. Data was collected from 399 rural consumers in Zimbabwe, who completed questionnaires. Analysis was done using structural equation modeling on AMOS. Structural relations were noted to be significant between religiosity and Ubuntu to trust in advertisement; reliability, usefulness and affect. Conservation values were significantly related to trust in advertisement-reliability as well as self-transcendence to trust in advertisement-usefulness. However, conservation values had no significant link to trust in advertisement-usefulness and affect. The same insignificant relations were noted on self-transcendence values to trust in advertisement-reliability and affect. All trust in advertisement sub constructs were significantly related to behavioral intention to rely with the radio advertisement. Managerial implications and areas for future research were discussed
Health communication · Health promotion · Public health · Rural area · African cultural and philosophical studies · Innovation and Socioeconomic Development · Vaccine Coverage and Hesitancy
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| Citation velocity | historical |
|---|---|
| Highly cited | No |