Assess the effectiveness of social marketing in promoting safe sexual health behaviors among youth
- Author
- Kakwaire, Ashley K.
- Title
- Assess the effectiveness of social marketing in promoting safe sexual health behaviors among youth
- Abstract
-
This dissertation evaluates the effectiveness of social marketing in promoting safe sexual health behaviors among youth in Kadoma City. The theory of planned behavior, the Health Belief Model and the social learning theory were applied to assess the effectiveness of social marketing in promoting safe sexual health behaviors The study employed a mixed-methods research design, utilizing both quantitative and qualitative data from 385 respondents. Data analysis was conducted using SPSS version 20 and AMOS software. Findings indicate that knowledge of safe sexual health behaviors and attitudes towards safe sexual health behaviors have a non-significant relationship with attitudes towards social marketing advertisements, there is a notable relationship between knowledge of safe sexual health behaviors and actual engagement in safe sexual health practices. Additionally, actual safe sexual health behaviors are linked to positive attitudes towards these behaviors, as well as intentions to continue engaging in them. Recommendations include fostering open discussions to enhance credibility in promoting positive attitudes and behaviors, and implementing comprehensive sex education in schools to improve knowledge and behavioral outcomes.
- Date
- JUNE 2024
- Publisher
- BUSE
- Keywords
-
- social marketing in promoting safe sexual health behaviors
- Kadoma City
- the Health Belief Model
- Zimbabwe - Supervisor
- N/A
- Item sets
- Department of Marketing
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