Mass Media Exposure, Birth Location Preferences And Child Vaccination In Ghana: The Moderating Role Of Maternal Education

ABSTRACT Although most studies have investigated demographic and socioeconomic determinants that influence birth location preferences and child vaccination, there is limited knowledge on the role the mass media plays in awareness creation and health decision making. Notwithstanding its critical role in health decisions, it is evident that the impact of the media on health outcomes varies across education groups. As a result, the objective of this study is to examine the role of the mass media on birth location preferences and child vaccination and to determine whether this relationship is moderated by maternal education. Employing the 2014 Ghana Demographic and Health Survey data and the multinomial logit and Poisson regression models, the result shows that, although media exposure significantly and positively influenced the choice of facility delivery, it had no significant effect on the uptake of full childhood vaccination. On the other hand, while maternal education significantly influenced the choice of facility delivery and child vaccination, it reduced the effect of media exposure on facility delivery. Given the positive impact of the media on health facility delivery, the study recommends that media content and coverage be monitored to improve maternal health. Again, for the non-complementarity between the media and maternal education, the study recommends quality, routine and reliable information on institutional delivery and child vaccination from medical practitioners be provided in booklets and brochures for educated expectant mothers during ANC visits. The study also showed other significant factors such as wealth, location and region of residence, age, health insurance, religion, birth order, ANC visits, marital status and spousal education influence health facility delivery and full vaccination in Ghana.