SOCIAL MARKETING AND VIOLENT BEHAVIOUR REDUCTION IN SECONDARY SCHOOLS, RIVERS STATE

Abstract

This paper examined the relationship between social marketing and violent behaviour reduction in schools. The study employed the descriptive survey design. The data for the study were collected from principals and teachers from 35 public secondary schools in Rivers State with the aid of a structured questionnaire. The data collected from the respondents were analyzed using the Spearman Rank Order Correlation. The SPSS version 21.0 was used to correlate the data on the study variables. The results revealed that there is positive and significant relationship between public education and reduction in the looting and destruction of school properties. The study also found a positive and significant relationship between persuasion and reduction in cultism in secondary schools. The study equally reported a positive and significant relationship between social advertising and reduction in sexual harassment behaviour in secondary schools. From the findings, it was concluded that social marketing campaign significantly reduces violent behaviour in secondary schools in Rivers State. The study therefore recommended that school administrators should practice social marketing through the use of public education, persuasion and social advertising as it would help to reduce violent behaviour among students in their school.