The Effect Of Social Marketing On Intention Of Condom Use The Case Of Higher Education Students Of Unity University

The objective of this study was to examine the effects of social marketing advertisingrncommunication on intention of condom use. Data was collected using a structuredrnquestionnaire survey containing Likert statements on respondents’ attitude towards thernadvertising in general, the advertising message, Advertising appeal and its orientation ofrnsocial value and intention of condom use.rnSurvey data was collected from 344 student sample respondents from University Gerjirnmain campus to measure their attitude towards DKT Ethiopia’s social marketingrnadvertising communication. Multiple regression analysis was employed on survey tornexamine the proportion of variation on the dependent variable of intention of condom usernexplained by the independent variables Attitude towards the ad in general, advertisingrnmessage, advertising appeal and its orientation to social value. One sample t- test wasrnperformed to measure the sample mean for intention of condom use.rnResults from data analysis revealed predictor variables attitude towards the ad,rnadvertising message, ad appeal and ad’s orientation to social value has a positivernsignificant effect on the dependent variable and moderately strong intention of condomrnuse.

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