Effectiveness of Social Marketing Campaigns on Health Behaviour Change Among Young Adults

Marketing — 2025, Undergraduate

This study assessed the effectiveness of social marketing campaigns on health behaviour change among young adults in Nigeria. A descriptive survey design was adopted with questionnaires administered to university students exposed to health campaigns. Data were analysed using descriptive statistics and regression analysis. The findings revealed that engaging messaging, relatable influencers, and social media delivery significantly increased awareness and positive behaviour intentions regarding nutrition, exercise, and substance use. The study found that one-off campaigns without sustained engagement produced limited change. It recommends integrated, well-funded, and evaluation-driven social marketing approaches.

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