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Journal of Promotional Communications

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Published

2025-03-10

Issue

Vol. 11 No. 1 (2025)

Section

Articles

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

Jill Nash

BU

https://orcid.org/0000-0001-9095-3734

Muhammad Eyinfunjowo

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.

Author Biography

Jill Nash, BU

Senior Lecturer in Advertising & Marketing Communications