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In 2007, Nigeria commenced a nationwide behavioural change communication (BCC) intervention to increase uptake of tuberculosis (TB) care services. The purpose of this paper is to evaluate the effect of TB BCC intervention on knowledge and perception of TB in Enugu state, southeast Nigeria.

This is a cross-sectional study carried out in December 2009 in which a total of 1,200 respondents (620 males and 580 females) from six local government areas (three urban and three rural), selected by multi-stage sampling technique were interviewed using a semi-structured questionnaire.

The survey showed that most of the respondents had access to radio and about half to television. Access to media was significantly higher in urban areas than rural areas. Radio and community were the commonest sources of information of TB. The majority of the respondents were aware of that there was a message, however, ability to recall the content of the message varied. Significant association was observed between knowledge of the health education message and knowledge of TB transmission, that TB is curable and of appropriate care-seeking behaviour. Access to this media health education intervention was determined by age, gender, educational status, literacy, religion and access to media.

The study showed that TB BCC is associated with high-level awareness of TB disease and appropriate care-seeking behaviour. Socio-demographic characteristics and locality were found to influence access to mass media communication. Therefore, consideration should be given to the appropriateness of medium of communication in the design of TB BCC. However, there is need to combine it with other strategies to reach the disadvantaged population.

This study is the first population-based survey to ascertain access to TB-related BCC intervention and its effect on knowledge and care-seeking behaviour of this study population.

This study aims to expand understanding of the diversity of virtual influencer forms by investigating their nonhuman-like, animal and graphic or cartoon variations.

A three-year multisite longitudinal netnography studied 174 virtual influencers and spanned ten social media platforms. Typological categories were constructed from the data set, focusing on 14 influencers located across quadrants. In-depth findings were then developed for eight illustrative cases.

Findings deepen the knowledge of the virtual influencer sphere by highlighting diversity in human-like, nonhuman-like, imaginative and realistic forms. The authors postulate four types of virtual influencers: hyper-human, antihuman, pan-human and alter-human. These forms are linked to specific personalities and communication styles, addressing various consumer needs. Imaginatively represented virtual influencers may prompt audiences to reevaluate beliefs, values and behaviors. These findings challenge prior work’s focus on attractive, hyperreal and human-like virtual influencers, encouraging consideration of divergent types engaged in novel meaning-shaping activities and targeting different segments.

This research paves the way for consumer and marketing researchers and practitioners to broaden their representations of virtual influencers beyond the human-like, beyond the commercial and into new worlds of fantasy, imagination and posthuman possibility.

Different types of virtual influencers speak to diverse audiences and convey marketing messages in subtly different ways. Some forms of virtual influencers fit into roles like defiant voices, oppositional characters, activists, educators, entertainers and change leaders. As the universe of virtual influencers diversifies, this research opens new avenues of marketing for brands.

This study pioneers comprehensive qualitative research across the universe of virtual influencers and their communities, exploring links to popular culture. It offers connections between virtual influencer forms and communication strategies for marketers.

Goulet (1996) declared that a new paradigm of development is clearly in gestation. Such paradigm centers on human development as an end, with economic development as the means (UNDP, 1994). In fact, the Millennium Declaration and the Millennium Development Goals (MDGs), identify human development as a key to social and economic progress. Indeed, MDGs have become a universal framework for development, and a means for developing countries and their partners to work together in pursuit of a shared future for all. However, from all indications, developing countries, particularly in Africa, are not on target on any of the goals. In order to achieve the MDGs, developing countries are urged to mobilize additional resources and break with business as usual syndrome. Thus the challenge of the MDGs underscores the need for Africa to wake up and exploit the opportunities that “Botho” can offer in the continent’s quest for a “second independence” (Ake, 2001; Nnoli, 2003) and/or a “second liberation” (Nnaemeka, 2009) from protracted development crisis of the modern history. Such a need, however, according to Tambulasi and Kayuni (2005) begs the question: Can African feet divorce Western shoes? Of course, there is a wider list of thoughts to be produced on that topic. The paper intends to reflect on “Botho” as a resource for a just and sustainable economy towards Africa’s development path in modern history.