THE APPLICABILITY OF SOCIAL MARKETING IN BEHAVIOURAL CHANGE TOWARDS VICTIMS OF SEXUAL VIOLENCE IN BORNO STATE

Abstract

At all times, social marketing aims at bringing behavioural change for the betterment of not only those involved but the entire society. The aim of the study was to ascertain the extent to which social marketing could be used to achieve behavioural change, The diffusion of innovation theory was used as the theoretical framework for this study. the population of the study includes all the 265,782 people living in the internally displaced camps in Maiduguri. The study was conducted in Maiduguri metropolis. Four (4) out of the seventeen (17) internally displaced camps which were existing at the time of the study were purposively sampled. Then convenience sampling technique was used to sample seventy five (75) respondents from each strata. This makes the total number of respondents to be three hundred. (300).Nineteen (19) focused group discussions and fourteen (14) key informants interviews were also conducted to compliment the findings from the respondents. Simple linear regression analysis was used to test the two hypothesis. The result of the regression analysis of the first hypotheses indicate, r = .166, F (1,282) = 2.821, P < .01.Based on the result, the null hypothesis is rejected. There is a relationship between perceived risk and adoption of anti-discrimination strategies. Perceived risk significantly affects behavioural change also, the result of the regression analysis of the second hypotheses indicate, r = .495, F (1,282) =9.037, P < .01.Based on the result, the null hypothesis is rejected. There is a relationship between compatibility and adoption of anti-discrimination strategies and Compatibility significantly affects positive behavioural change. The study concluded that social marketing can be used for behavioural change. The study recommended that social marketing principles should be used to carry along the community members from the adoption to the diffusion of anti-discrimination behaviours in the internally displaced person’s camp in Borno state