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THE IMPACT OF USERS ADVOCACY ON CONFORMITY, REINFORCEMENT AND BEHAVIOUR EXCHANGE AMONGST ROAD USERS IN PORT HARCOURT

This study examines the extent to which advocacy as a social marketing tool can help bring about road users’ rules conformity, reinforcement and behavioural exchange. From a population of 11,760,871, a sample of 420 was derived using Krejcie and Morgan sample table. The theoretical framework was anchored on theory of reasoned action and social cognitive theory. The stated hypotheses were tested using Multiple Regression and from the findings, we realized that all the hypotheses tested had a significant coefficient and associated p-values. For these reasons, the stated null hypotheses were rejected. The study further recommends that social marketing efforts if applied and implemented appropriately can help the society in changing the behaviour of the citizens.