Social Marketing: Gender influence on adoption of HIV/AIDS Preventive measures in Maiduguri Metropolis

Authors

  • Yaka Gamama DEPARTMENT OF MARKETING, UNIVERSITY OF MAIDUGURI, BORNO STATE, NIGERIA
  • YAGANA B.K. IMAM DEPARTMENT OF MARKETING, UNIVERSITY OF MAIDUGURI, BORNO STATE, NIGERIA

Keywords:

Gender, Social Marketing, Adoption, HIV/AIDS

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.

Downloads

Download data is not yet available.

Author Biographies

Yaka Gamama, DEPARTMENT OF MARKETING, UNIVERSITY OF MAIDUGURI, BORNO STATE, NIGERIA

DEPARTMENT OF MARKETING, UNIVERSITY OF MAIDUGURI, BORNO STATE, NIGERIA

YAGANA B.K. IMAM, DEPARTMENT OF MARKETING, UNIVERSITY OF MAIDUGURI, BORNO STATE, NIGERIA

DEPARTMENT OF MARKETING, UNIVERSITY OF MAIDUGURI, BORNO STATE, NIGERIA

References

Ali, N. M. (2007). Hidden in the Meali Meal: Gender-Based Abuses and Women’s HIV Treatment in Zambia. New
York: Human right watch. Vol.19 (18 A).

Anderson, N., Cockcroft, A., & Shea, B. (2008). Gender based violence and HIV: relevance For HIV prevention in
Hyper endemic counties of southern African. Wolters Kluwer Health, Vol. 22, (4)

Bourne, A. (2011), Social Marketing and HIV Prevention. Making it Count Briefing Sheet 6. Sigma Research at
LSHTM.

Cugelman, B. (2012). Why Digital Behaviour Change Interventions will transform Public Health. Ontorio health
promotion E-Bulletin, volume 754.
Journal of Social Sciences (COES&RJ-JSS), 2(4), pp. 215-223
223

Folake, R., Adebayo, S.B., Anyanti, J. & Ankomah, A. (2009). The society for Family Health, Garki, Abuja.
Public.med.gov.

Fox, K.F.A. & Kotler, P. (1980), The Marketing of Social Causes: The First 10Years. Journal of Marketing. Volume
44. Number 4.

Gibson, D. R, Zhang, G, Cassady, D, Pappas, L, Mitchell, J & Kegeles, S.M. (2010). Effectiveness of HIV
Prevention Social Marketing with Injecting Drug Users, Am Public Health. V. 100(10).

Garbati, M.A, Abba, A . A, Kabrang, D.N and Yusuph, H. (2011). HIV/AIDS in Northeastern Nigeria: A review.
Journal of Infectious Diseases and Immunity Vol. 3(10), pp. 176-182, 15 October, 2011 Available online at
http://www.academicjournals.org/JIDI ISSN 2141-2375.

Hussain, S. & Shaikh, B. T. (2005), Stalling HIV through Social Marketing: prospects in Pakistan. J Pak Med Assoc,
vol. 55, No. 7.

Keeping the promise, (2005). An Agenda for Action on women and AIDS.
www.hrw.org/english/docs/2008/05/05/global.18753.htm

Kotler, P & L, N.R. (2008), Social Marketing: Influencing Behaviour for Good, Social Marketing Services Inc.

Kotler, P. & Zaltman, G. (1971), in Fox, K.F.A & Kotler, P. (1980), The Marketing of Social Causes: The First
10Years. Journal of Marketing. Vol. 44. No 4.

Magnus, O.O. & Gbekeji, J.O. (2009). Analysis of Spatial Awareness of HIV/AIDS Among Student of Tertiary
Institutions in Edo State, Nigeria, Etho-Med 3(2).

Mahmud, M.U. (2010). A Study of the use of Radio in HIV/AIDS Mitigation in Four Local Government Areas of
Kaduna State. MAJASS. Vol.8 No.2.

Momoh, S.O. Moses, A.I, & Ugiomoh, M.M. (Sept 2007). Women and HIV/AIDS Epidemic: The Issue of College
Age Girl’s Awareness in Nigeria. College Student Journal.

National Action Committee on AIDS (NACA). (2009 & 2010). National HIV/AIDS Statistics. Federal Ministry of
Health.

Obiona E.E. (2008). Exploring the culture context of HIV/AIDS pandemic specific in a Nigerian Community:
Implication for culture specific prevention Programmes. Anthropologist, 10 (4).

Odu, B. K. & Akanle, F.F. (2008). Knowledge of HIV/AIDS and sexual Behavior among the Youths in South West
Nigeria, Humanity and Social Science Journal 3(1), Idosi Publications.

UNAIDS, WHO, AIDS Epidemic Update: December 2, 2002. Geneva Joint United Nations Programme on
HIV/AIDS

United Nations Action on Aids Programme (2006). Reports on Global HIV/AIDS Epidemic, Genera. Switzerland.

USAID, (2009). Gender-Related Barriers of Post Exposure Prophylaxis (PEP) Policies for Sexual Assault.
Retrieved on 11/11/2011.

Weinreich, N.D. (2010). What is Social Marketing? Social Marketing Institute. http:/www.social
marketing.org/what is.html

WHO/UNAIDS, (2006). AIDS Epidemic Update: Special report on HIV/

Downloads

Published

2013-10-01

How to Cite

Gamama, Y., & IMAM, Y. B. (2013). Social Marketing: Gender influence on adoption of HIV/AIDS Preventive measures in Maiduguri Metropolis. Journal of Social Sciences (COES&Amp;RJ-JSS), 2(4), 215–223. Retrieved from https://centreofexcellence.net/index.php/JSS/article/view/jss.2013.2.4.215.223