Buzz Marketing and Demarketing of Hard Substances Among Undergraduates: Inhibitors and Motivators (Published)
This study examined the effects of buzzing, seeding and motivation on the de-marketing of hard substances among undergraduates in Ekiti state. Using quantitative research design, data were collected through structured questionnaires and analysed using simple linear regression techniques. The findings revealed that buzzing, seeding and motivation had statistically significant effects on reducing the consumption of hard substances among students. These corroborate previous study that highlights the effects of word-of-mouth strategies and influencer-based campaigns in behavioural outcomes. The study concludes that buzz marketing when strategically implemented, can serve as a powerful tool for promoting healthy lifestyles and reducing substance abuse among undergraduates. The study recommends integrating peer-led campaigns, social media buzz, and motivational initiatives to enhance the sustainability and impact of anti-drug initiatives in tertiary institutions.
Keywords: Motivation, buzzing, buzzing marketing, hard substance, seeding