INTEGRATED MARKETING COMMUNICATION (IMC) AND PUBLIC AWARENESS OF AIR POLLUTION HEALTH HAZARDS IN CAMEROON AND NIGERIA
DOI:
https://doi.org/10.64415/jsri.v1i1.52Keywords:
Integrated Marketing Communication (IMC), Air Pollution, Public Awareness, Environmental Communication, Nigeria, Cameroon, Health HazardsAbstract
The study is a critical examination of the influence of Integrated Marketing Communication (IMC) on public awareness of air pollution health hazards in Nigeria and Cameroon. It was occasioned by the problem of low level public awareness of air pollution risks despite increasing environmental and health challenges. The specific objectives of the study include: investigation of the effects of advertising campaigns, public relations activities, social media communication, direct marketing communication, and public sensitization programmes on air pollution public awareness. Anchored on the Diffusion of Innovations and Agenda-Setting theories, a cross-sectional survey design was adopted. Data were collected from 389 respondents using a structured questionnaire and analyzed using descriptive statistics and multiple regression analysis. Results revealed that all five IMC dimensions significantly influenced public awareness of air pollution health hazards, with social media communication emerging as the strongest predictor. The regression model explained 67.9% of the variance in public awareness. Hence, the conclusion that coordinated IMC strategies are effective in enhancing environmental awareness and promoting positive behavioural change. It was then recommended that increased investment in integrated environmental communication campaigns, particularly through social media, public sensitization programmes, and targeted digital communication platforms will boost public education on air pollution and the consequent health hazards.
Keywords: Integrated Marketing Communication (IMC), Air Pollution, Public Awareness, Environmental Communication, Nigeria, Cameroon, Health Hazards.
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