Social Marketing: Using Stages of Change Model to Assess HIV/AIDS Testing Intentions Among University Students in Ghana

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7 Citations (Scopus)

Abstract

This research sought to utilize the stages of change model to assess HIV/AIDS testing intentions among university students in Ghana. A quantitative research method using a questionnaire based on a random sampling method was employed to interview 167 students of the University of Ghana Business School in Accra. The analysis of variance and one-sample t-test statistical methods were employed to establish the relationship between variables. The study found that most university students in Ghana (80.9%) are at precontemplation, contemplation, and preparation stages. This suggests that social marketing intervention programs encouraging university students to know their HIV/AIDS status have not been effective, since most university students in Ghana have not yet taken action to test for HIV/AIDS. The study also found some university students at more than one stage at a time.

Original languageEnglish
Pages (from-to)208-225
Number of pages18
JournalJournal of Nonprofit and Public Sector Marketing
Volume26
Issue number3
DOIs
Publication statusPublished - Jul 2014
Externally publishedYes

Keywords

  • Ghana
  • HIV/AIDS
  • assess
  • social marketing
  • stages of change model
  • testing intentions
  • university students

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