The Role of PR and Content Marketing in Promoting the Adoption of Digital Antenatal Services in Nigeria: A Case Study of Birthsafe Nigeria
Year: 2024
Type: dissertation
Abstract: This dissertation explores the role of public relations and content marketing in promoting the awareness and adoption of digital antenatal services in Nigeria with a focus on Birthsafe Nigeria. The study addresses the critical maternal health challenges faced by women in Nigeria and examines how strategic PR and content marketing can support the uptake of digital antenatal services. A mixed methods approach was used, combining surveys, interviews and a case study of the Birth Without Wahala program. Findings show that tailored messaging, community engagement and digital content strategies significantly influence awareness and adoption. The study concludes with recommendations for strengthening digital literacy, addressing socio cultural barriers and improving communication strategies to enhance the uptake of digital antenatal services.
Author: Arilewola, Fausat Omolara
Language: English
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7105798039
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