COVID-19 vaccination national radio advertising credibility assessment by rural consumers: The influence of indigenous medical knowledge systems and traditional beliefs

• Главные авторы: Divaries Cosmas Jaravaza (Автор), Joshua Risiro (Автор), Paul Mukucha (Автор)
• Формат: ‌
• Опубликовано: Taylor & Francis Group, 2023-12-01T00:00:00Z.
• Предметы: article
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AbstractThe rural consumer has been largely ignored in advertising research, yet they constitute more than 50% of the population in Africa. The study aimed to explore rural consumers' assessment of COVID-19 vaccination radio advertising credibility with a peculiar focus on the influence of indi...