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Social Marketing: Gender Influence On Adoption Of Hiv/Aids Preventive Measures In Maiduguri Metropolis

Author

Listed:
  • Yakaka Gamama

    () (UNIVERSITY OF MAIDUGURI, BORNO STATE, NIGERIA)

  • Dr. YAGANA B.K. IMAM,

Abstract

A social marketing intervention would be effective only if it brings about positive social behaviour change in a target population, in this case; adoption of HIV prevention methods. The study is a survey conducted in Maiduguri metropolis to examine the influence of gender on adoption of HIV/AIDS prevention methods. Specifically the study assessed the level of awareness on HIV/AIDS and assessed the peoples’ protective behaviours. Data for the study were collected from both primary and secondary sources. A total of 300 questionnaires were distributed amongst the sampled respondents. The 283 instruments retrieved were analysed using Descriptive statistics. The findings were that, despite the level of awareness on HIV (70%), a person’s gender has a significant influence on adoption of HIV/AIDS prevention methods with the female gender at a disadvantage. The study recommends amongst others for the proper marketing of HIV prevention tools that women can have control over.

Suggested Citation

  • Yakaka Gamama & Dr. YAGANA B.K. IMAM,, 2013. "Social Marketing: Gender Influence On Adoption Of Hiv/Aids Preventive Measures In Maiduguri Metropolis," Journal of Social Sciences (COES&RJ-JSS), , vol. 2(4), pages 215-223, October.
  • Handle: RePEc:jso:coejss:v:2:y:2013:i:4:p:215-223
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    References listed on IDEAS

    as
    1. M Patterson & P Warr & M West, 2004. "Organizational Climate and Company Productivity: the Role of Employee Affect and Employee Level," CEP Discussion Papers dp0626, Centre for Economic Performance, LSE.
    2. Kelley, Scott W. & Skinner, Steven J. & Donnelly, James Jr., 1992. "Organizational socialization of service customers," Journal of Business Research, Elsevier, vol. 25(3), pages 197-214, November.
    3. Ostroff, Cheri, 1993. "The Effects of Climate and Personal Influences on Individual Behavior and Attitudes in Organizations," Organizational Behavior and Human Decision Processes, Elsevier, vol. 56(1), pages 56-90, October.
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    More about this item

    Keywords

    Gender; Social Marketing; Adoption; HIV/AIDS;

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