THE EFFECT OF SOCIAL MARKETING ON INTENTION OF CONDOM USE (IN CASE OF HIGHER EDUCATION STUDENTS OF WOLKITE UNIVERSITY)

Abstract

Social Marketing advertising communication was a behavior change communication that involves the development of tailored message and appeal which then was disseminating through mass media or interpersonal communication. The goal of social marketing was to bring social change through attitude change; effective communication determines the achievement of this goal. This research focused on the advertising communication aspect of social marketing and its effect on intention of condom use. The main objective of this study was to examine the effect of social marketing advertising communication on attitude of university students towards condom use in Ethiopian content. 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.