Department of Marketing, Accra Technical University, Accra Institute of Technology, 561, Barnes, Accra, Ghana.
Department of Marketing and Entrepreneurship, University of Ghana Business School, LG 25 Accra, Ghana.
Health Promot Int. 2023 Dec 1;38(6). doi: 10.1093/heapro/daad150.
Although the use of celebrities for communication within social marketing to influence voluntary behaviour change has received significant attention, its application to promote infection preventive behaviours, such as frequent handwashing with soap, has received limited attention. Using the health belief model (HBM), the study examined the moderating effect of celebrity endorsement (CE) on the relationship between the predictors of HBM such as perceived severity, susceptibility, benefits, barriers, self-efficacy and target audiences' intention to avoid handshaking, frequently wash hands with soap and cover mouth with an elbow when coughing. Data from 562 respondents were analysed using PLS-SEM. The result shows that CE significantly moderate the relationship between target audiences' perception of severity, susceptibility, self-efficacy and cues to action and intention to perform the recommended infection preventive behaviours. Thus, when a celebrity is employed as a conduit for delivering a social marketing message, particularly about infection preventive behaviour, target audiences are more likely to take action to perform the recommended behaviour. Theoretically, the study shows that although the HBM has been extensively applied to explain health-related behaviours, using celebrities to endorse the various constructs of the HBM significantly enhances the predictive ability of the model.
虽然利用名人进行社会营销传播以影响自愿行为改变已经受到了广泛关注，但利用名人来推广感染预防行为（如经常用肥皂洗手）的应用却受到了有限的关注。本研究运用健康信念模型（HBM），检验了名人代言（CE）对 HBM 预测因素（如感知严重程度、易感性、益处、障碍、自我效能感以及目标受众避免握手、经常用肥皂洗手和咳嗽时用手肘捂住嘴的意愿）与目标受众实施推荐感染预防行为意愿之间关系的调节作用。研究共收集了 562 名受访者的数据，并使用 PLS-SEM 进行了分析。结果表明，CE 显著调节了目标受众对严重程度、易感性、自我效能感和提示因素与实施推荐感染预防行为意愿之间的关系。因此，当名人被用作传递社会营销信息的渠道时，特别是关于感染预防行为的信息，目标受众更有可能采取行动实施推荐的行为。从理论上讲，本研究表明，尽管 HBM 已被广泛应用于解释与健康相关的行为，但利用名人来认可 HBM 的各个构建部分显著增强了该模型的预测能力。
