The Role of Advertisements in Behavior Change: A Case of Condom Uptake among Daystar University and University of Nairobi Students

Daystar University Repository

The Role of Advertisements in Behavior Change: A Case of Condom Uptake among Daystar University and University of Nairobi Students

Show full item record

Title: The Role of Advertisements in Behavior Change: A Case of Condom Uptake among Daystar University and University of Nairobi Students
Author: Mbatia, Wahu
Abstract: The fight against HIV/AIDS has relied heavily on education programmes with the aim of reducing misinformation and dissemination of correct information. Despite all these efforts, the spread of new infections still remained high especially among the youth aged 17-25 years old, who made up 43% of Kenya’s population. Advertising has been seen to have impact and induce behaviour change; the purpose of this study therefore is to test the effects of advertising of condoms on university going students aged 18-25 from Daystar University and University of Nairobi. The objectives guiding the study were to determine the advertisement methods adopted in advertising condom use to the students, to determine the influence of advertisements in use of condoms among the students and to determine the influences of advertisements in changing condom use behavior among the students. The data was collected via 308 questionnaires distributed between the two schools and assessment was done using SPSS V20, which assessed the data according to schools, gender, relationship status and religion. The findings were that the internet and TV were the most popular points of interaction with the adverts, that the adverts had influence on the youth, that the respondents had a positive attitude towards condoms, and that motivation and intentions to use condoms was high. The research concluded that advertising has influence in use of condoms among the students by spreading the knowledge of safe sex practices. The study recommends that the adverts stress the effectiveness of condoms and conditions in which it can be used.
Description: Master Of Arts in Communication
URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3317
Date: 2015-09


Files in this item

Files Size Format View Description
The Role of Adv ... ty of Nairobi Students.pdf 2.565Mb PDF Thumbnail Research Thesis

This item appears in the following Collection(s)

Show full item record