Disrupting Social Norms: Leveraging Social Marketing for Behavioural Change in Nigeria

Abstract

Abstract This article examines the convergence of social marketing and behavioural change in Nigeria, highlighting the impact of digital disruptions on the transformation of social norms. It explores the intricacies of comprehending social standards in the digital era, emphasising the impact of technology on individual behaviours and societal expectations. The paper presents a thorough analysis of case studies that highlight successful social marketing campaigns utilising digital platforms to promote positive behavioural changes across multiple sectors, including health, gender, environment, and education.Nevertheless, the article also examines the ongoing challenges, including cultural opposition, misinformation, and the digital divide, which may impede the efficacy of social marketing operations. The article delineates prospects for future research and policy ramifications, endorsing a cohesive strategy that harmonises social marketing initiatives with overarching public health and social goals. Utilising the capabilities of digital technologies and comprehending the intricacies of social norms, social marketing can serve as an effective instrument for facilitating significant behavioural change in Nigeria