Social Marketing: Using Stages of Change Model to Assess HIV/AIDS Testing Intentions Among University Students in Ghana |
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Authors: | Ernest Yaw Tweneboah-Koduah |
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Institution: | Department of Marketing, University of Ghana Business School, Accra, Ghana |
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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. |
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Keywords: | social marketing HIV/AIDS stages of change model assess testing intentions university students Ghana |
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