The Effect Of Social Marketing On Intention Of Condom Use The Case Of Higher Education Students Of Unity University
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Date
2018-05-17
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Addis Ababa University
Abstract
The objective of this study was to examine the effects of social marketing advertising
communication on intention of condom use. Data was collected using a structured
questionnaire survey containing Likert statements on respondents’ attitude towards the
advertising in general, the advertising message, Advertising appeal and its orientation of
social value and intention of condom use.
Survey data was collected from 344 student sample respondents from University Gerji
main campus to measure their attitude towards DKT Ethiopia’s social marketing
advertising communication. Multiple regression analysis was employed on survey to
examine the proportion of variation on the dependent variable of intention of condom use
explained by the independent variables Attitude towards the ad in general, advertising
message, advertising appeal and its orientation to social value. One sample t- test was
performed to measure the sample mean for intention of condom use.
Results from data analysis revealed predictor variables attitude towards the ad,
advertising message, ad appeal and ad’s orientation to social value has a positive
significant effect on the dependent variable and moderately strong intention of condom
use.
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Keywords
Social marketing, advertising communication, attitude