The Effect Of Social Marketing On Intention Of Condom Use The Case Of Higher Education Students Of Unity University
| dc.contributor.advisor | Belayneh, Temesgen (PhD) | |
| dc.contributor.author | Endale, Hiwot | |
| dc.date.accessioned | 2019-04-03T05:42:45Z | |
| dc.date.accessioned | 2023-11-04T14:07:43Z | |
| dc.date.available | 2019-04-03T05:42:45Z | |
| dc.date.available | 2023-11-04T14:07:43Z | |
| dc.date.issued | 2018-05-17 | |
| dc.description.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. | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/17447 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Social marketing | en_US |
| dc.subject | advertising communication | en_US |
| dc.subject | attitude | en_US |
| dc.title | The Effect Of Social Marketing On Intention Of Condom Use The Case Of Higher Education Students Of Unity University | en_US |
| dc.type | Thesis | en_US |