The Influence of Communication Messages on Adoption of Contagious Bovine Pleuropneumonia (CBPP) Vaccine among Arid and Semi-Arid Lands (ASAL) Pastoralists in Keny
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Date
2023-04-18
Journal Title
Journal ISSN
Volume Title
Publisher
International journal of communication and public relation
Abstract
Purpose: The purpose was to establish influence of
communication messages on adoption of Contagious Bovine
Pleuropneumonia (CBPP) Vaccine among Arid and Semi-Arid
Lands (ASAL) pastoralists in Kenya. Messages were studied
under parameters of inoculation site, benefits, required frequency
of vaccination and side effects. The focus on the vaccine
messaging was informed by the slow pace of adoption of live T1
vaccines currently being used to eradicate CBPP in Kenya.
Diffusion of innovation and social learning theories were used to
support the study.
Methodology: Study population were pastoralists in Narok South
Sub County. 468 respondents inclusive of qualitative and
quantitative samples where 440 responded to questionnaire, 24 in
focus group discussions, and 4 in key informant interviews
participated. Multi stage, purposive, simple random, systematic
and stratified sampling techniques were then employed to come
up with respondents. Statistical Package for Social Scientists
(SPSS) version 20.0 was used to analyze data, which was
presented using regression coefficients and ANOVA.
Findings: CBPP messaging influenced respondents to vaccinate
although some had more influence than others. Messages on
inoculation site, benefits, required frequency of vaccination side
effects and communal vaccinations were important for the
survival of their cattle and significantly influenced the decisions
of respondents to vaccinate against the disease. Moreover,
messages helped them to know important information details
such as vaccination venues, and costs of vaccination and
availability of the veterinary officers. CBPP vaccine messages
attributes were key in the success of influencing respondents.
However, the messaging ran into already held misinformation by
some pastoralists confirming earlier study that vaccination rate
was at 20-60% because some skipped the exercise.
Unique Contribution to Theory, Practice and Policy: CBPP
vaccine messages and attributes significantly influenced CBPP
vaccinations decisions among pastoralists. This study validated
diffusion of innovation and social learning theories that
innovation-decision process is essentially an information seeking
and processing activity in which an individual is motivated to
reduce uncertainty about the advantages and disadvantages of the
innovation. For policy and practice, this study recommends
development of communication plans, and packaging of CBPP
vaccine messages for dissemination in the ASALs where disease
is prevalent. Considering that CBPP is a trans-boundary disease,
these plans and messages could be harmonized across ASAL
counties to enable consistency and coherence
Description
Research article
Keywords
Communication, Messages, Influence, Adoption
Citation
De Baere, S., Ochieng, P. E., Kemboi, D. C., Scippo, M. L., Okoth, S., Lindahl, J. F., ... & Croubels, S. (2023). Development of high-throughput sample preparation procedures for the quantitative determination of aflatoxins in biological matrices of chickens and cattle using UHPLC-MS/MS. Toxins, 15(1), 37.