International Journal of Humanities and Social Science

ISSN 2220-8488 (Print), 2221-0989 (Online) 10.30845/ijhss

PERSUASIVE COMMUNICATION FACTORS THAT INFLUENCE UNIVERSITY STUDENTS IN THEIR RESPONSE TO HIV AND AIDS PREVENTION CAMPAIGN MESSAGE     
Hellen K. Mberia, Elegwa Mukulu

ABSTRACT
Despite the massive resources and intensified interventions in Kenya desired declines in HIV and AIDS infections have not been achieved. Unfortunately, many studies indicate there is a gap between level of knowledge and practice/behaviour among the youth despite the intensive information campaigns. Successful behaviour change strategies require an in-depth understanding of the factors influencing young people to adopt safe sexual behaviour. The general objective of this study therefore was to explore the persuasive factors that influence the youth in their response to HIV and AIDS preventive messages in Kenya. The preferred theoretical frame work for this study was extended parallel process model (EPPM) which addresses how individuals respond to health risk messages. The sample was drawn from seven public universities in Kenya, where a total of 244 second year students participated. Triangulation was the preferred method for data collection with the three preferred techniques being focus group discussions, in-depth interviews and a survey questionnaire. 244 students filled in the questionnaires ,48 focus group discussions conducted each with an average of five participants and 192 students participated in the in- depth interviews. The results revealed data consistent with the theory in that perceived susceptibility, self-efficacy, response efficacy, were the only significant predictors of condom use among university students utilizing logistic regression techniques. However, for both the abstinence and condom use messages to be adopted by the youth, there is need to eliminate the perceived barriers that hinder behaviour change. Therefore, according to the data analysed, HIV and AIDS prevention campaign messages focused upon the university students should focus on making them feel realistically susceptible to getting infected with HIV and AIDS and also making them believe they are able to easily and feasibly use the preventive measures advocated for by the campaign messages.

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