Social marketing on AIDS: using Transtheoretical model to understand current condom usage among commercial drivers in Accra, Ghana

Tweneboah–Koduah, Ernest Yaw; Owusu‐Frimpong, Nana

doi:10.1002/nvsm.1470

Cited by 8 publications

(4 citation statements)

References 45 publications

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“…Although scanty, it is fair to point out that few studies have been performed within the Ghanaian context. However, these studies have mainly focused on HIV/AIDS testing intentions among Ghanaian university students (Tweneboah‐Koduah and Owusu‐Frimpong, 2013), cervical cancer screening intentions among college students in Ghana (Abotchie and Shokar, 2009) and substance use and risky sexual behaviors among sexually experienced Ghanaian youth (Doku et al , 2012), to the neglect of issues concerning the adoption of technology (gym equipment use) in PA which this study seeks to address.…”

Section: Introductionmentioning

confidence: 99%

The role of theories in social marketing in predicting physical activity behavior among the youth

Tweneboah–Koduah

Adams

Acheampong

2019

JSOCM

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Purpose The purpose of this paper is to integrate the theory of planned behavior (TBP) and the technology acceptance model (TAM) in social marketing to predict and explain technology adoption (gym equipment use) in physical activity (PA) behavior among Ghanaian youth. Design/methodology/approach A quantitative approach was adopted for this study. The empirical data for this paper were drawn from 314 youth who are gym equipment users. The hypothesized relationships were analyzed using structural equation modeling. Findings This study found that the salient beliefs, namely, attitude, subjective norm and behavioral control toward gym equipment use, do not sufficiently explain PA adoption. However, a better result emerges when these salient beliefs are combined with perceived usefulness (PU) and ease of use (TAM). Practical implications This paper provides evidence for issues of potential research, policy and managerial interest. The study findings showed that PA adoption, not PEOU, was directly impacted by PU. Thus, policymakers and implementers of social marketing intervention programs should promote the positive attitude toward gym equipment technology use and the perceptions of usefulness (improve cardiorespiratory fitness, feeling healthy and building muscle strength) of using gym equipment technology instead of ease of use to increase PA technology adoption behavior. Originality/value Considering the uniqueness of this current study in the Ghanaian context, to the best of the authors’ knowledge, this paper is the first to integrate two influential theories, namely, the TPB and TAM, to examine the effects of the TPB and TAM variables on the adoption of technology (gym equipment use) in PA among the youth.

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Section: Introductionmentioning

confidence: 99%

The role of theories in social marketing in predicting physical activity behavior among the youth

Tweneboah–Koduah

Adams

Acheampong

2019

JSOCM

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“…SMIPs are more successful when they are grounded in the appropriate health behaviour change models (Andreasen, 1994;Fraze, Rivera-Trudeau, & McElroy, 2007). The extant literature indicated that in Ghana, the limited numbers of research carried out on social marketing (SM) have concentrated mostly on HIV/AIDS (Adu-Mireku, 2003;Tweneboah-Koduah & Owusu-Frimpong, 2013), contraceptives, and condom use (Addai, 1999;Tawiah, 1997), alcohol and drug use (Doku, Koivusilta, & Rimpelä, 2012), and malaria (Tweneboah-Koduah, Braimah, & Otuo, 2012 (BCI, 2015). These programmes were mainly to change the behaviour of Ghanaian women by creating awareness on breast cancer and encouraging women to undertake regular self and clinical examination as well as seek early treatment.…”

Section: Introductionmentioning

confidence: 99%

Social marketing: Using the health belief model to understand breast cancer protective behaviours among women

Tweneboah–Koduah

2018

J of Philanthropy and Mktg

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The objective of the study was to apply the health belief model (HBM) to understand breast cancer protective behaviours recommended by implementers of social marketing intervention programmes among women in Ghana. A cross‐sectional survey using a 5‐point Likert scale questionnaire was used to collect data from 363 women. The data were analysed using descriptive statistics, factor analysis, multiple regression, and analysis of variance. The result shows that HBM was significant in explaining 68.9% of the variance in the breast cancer protective behaviours. The study found all the constructs of HBM (perceived susceptibility, perceived benefits, perceived barriers, self‐efficacy, and cues to action) with the exception of severity to have statistically significant relationship with the performance of breast cancer protective behaviours. Significant differences were found within respondents' age group and educational levels and the constructs of HBM regarding breast cancer protective behaviours.

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“…Various researchers in the past have called for using a theoretical approach to design social marketing interventions, to enhance the effectiveness of the interventions and provide a theoretical framework for understanding a behavior (Tapp et al , 2013; Luca and Suggs, 2013; Ayikwa et al , 2020; Twum et al , 2021). Subsequently, Buchan et al (2012), Tweneboah-Koduah and Owusu-Frimpong (2013) argue that a single theoretical framework is not sufficient to understand and explain the complexities of behavior change. They further suggest that considering a large amount of unexplained variance by TPB, the researchers must include additional social marketing theories to increase the explanatory power of TPB (Buchan et al , 2012; Valizadeh et al , 2018).…”

Section: Discussionmentioning

confidence: 99%

Social marketing framework for anti-littering behavior: an integrated serial mediation model

Kaur

Singh

2023

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Purpose Littering has been identified as a significant social issue in India that has negative impact on the environment as well as public health. Social marketing is a powerful tool for changing and sustaining pro-environmental behaviors, but so far no research has been found on the application of social marketing on changing littering behavior in India. This paper aims to integrate the two widely used social marketing models, health belief model (HBM) and theory of planned behavior (TPB), with an extra factor, environmental factors, in a holistic model to understand and predict anti-littering behavior in India. Design/methodology/approach In total, 750 individuals were interviewed at 34 locations across the states of New Delhi and Punjab (India) in a field survey. For data analysis, confirmatory factor analysis and structural equation model techniques in AMOS 21.0 have been used. Findings The results of the study suggest that the perceived benefits and perceived barriers have a significant direct effect on the attitude toward anti-littering behavior. No direct impact of perceived threat has been found on attitude toward anti-littering behavior. The results also confirm the role of attitude, subjective norms and self-efficacy in influencing the anti-littering intention with attitude and subjective norms having a greater impact on intention as compared to self-efficacy. Furthermore, the results also highlight that the environmental factors and intention carry more weights than perceived behavioral control in influencing anti-littering behavior. Recognizing the importance of sequential mediators in the present study, the results of the serial mediation analysis revealed that attitude and intention sequentially mediate the path linking perceived benefits, perceived barriers and anti-littering behavior. Originality/value To the best of the authors’ knowledge, the current study in terms of theory building appears to be the first to integrate social marketing models HBM and TPB to explain and understand not only anti-littering behavior but also for setting a platform of behavior change in a larger context.

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Social marketing on AIDS: using Transtheoretical model to understand current condom usage among commercial drivers in Accra, Ghana

Cited by 8 publications

References 45 publications

The role of theories in social marketing in predicting physical activity behavior among the youth

The role of theories in social marketing in predicting physical activity behavior among the youth

Social marketing: Using the health belief model to understand breast cancer protective behaviours among women

Social marketing framework for anti-littering behavior: an integrated serial mediation model

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