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

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...

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Bibliographic Details
Main Authors: Divaries Cosmas Jaravaza (Author), Joshua Risiro (Author), Paul Mukucha (Author)
Format: Book
Published: Taylor & Francis Group, 2023-12-01T00:00:00Z.
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3rd Floor Main Library

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