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The Role of Social Marketing by the IFPRI in Influencing Sustainable Agriculture Policies in Nigeria.

Nash, J. and Eyinfunjowo, M., 2025. The Role of Social Marketing by the IFPRI in Influencing Sustainable Agriculture Policies in Nigeria. Journal of Promotional Communications, 11 (1), 54-81.

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Abstract

The urgent need to mitigate climate change has prompted international NGOs to utilise social marketing to influence sustainable agricultural policies in developing countries. In Nigeria, the International Food Policy Research Institute (IFPRI) enhances its stakeholders' knowledge about sustainable agriculture and influence their policymaking decisions through research publications, training and workshops, and conferences. However, the research institute struggles to measure the long-term impact of its efforts due to the lack of marketing communication guidelines. Drawing on a qualitative content analysis, this study investigates IFPRI’s utilisation of social marketing and proposes a Social Marketing Planning Guide (SMPG) for the research institute to strengthen its programmes, effectively influence sustainable agriculture policies, and create metrics to measure its influence on policymaking. Ultimately, this study contributes to understanding the interconnectedness between climate change, policymaking, and social marketing, offering insights for industry experts and NGOs to enhance their social intervention strategies in addressing climate change.

Item Type:Article
ISSN:2516-9157
Uncontrolled Keywords:Social Marketing; strategy marketing
Group:Faculty of Media & Communication
ID Code:40857
Deposited By: Symplectic RT2
Deposited On:25 Mar 2025 08:45
Last Modified:25 Mar 2025 08:45

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