Date of Conferral

9-11-2025

Degree

Doctor of Public Health (DrPH)

School

Public Health

Advisor

Jennifer Oliphant

Abstract

Poor maternal health-seeking behavior (MHSB) has contributed to persistently high maternal mortality in rural northern Nigeria. Despite increasing access to health information via media platforms, little is known about the association between media exposure and MHSB in this region. In this study, the association between mass media exposure (radio and television) and MHSB was investigated using institutional delivery as a proxy. The health belief model was applied as the theoretical framework for this study and sought to answer two key questions focused on whether there is an association between media exposure and MHSB in rural northern Nigeria and what the association is between media exposure and MHSB when moderated by the number of antenatal care (ANC) visits in rural northern Nigeria, controlling for education and wealth index. Secondary data from 11,048 women in the 2018 National Demographic Health Survey were analyzed using SPSS 29, employing descriptive statistics and complex samples logistic regression. Both radio and television exposure were significantly linked to increased use of health facilities for delivery, independent of education and wealth. Television exposure had a stronger protective effect, especially among women who attended four or more ANC visits, while the effect of radio was not moderated by ANC attendance. Radio and television, integrated with ANC and community engagement, can be leveraged to disseminate maternal health information. A concise policy brief, intervention plan, and educational material were developed that can have implications for positive social change, such as empowering women, reducing disparities, and supporting sustainable improvements in MHSB and outcomes in rural northern Nigeria.

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