To investigate social marketing strategies used by organisations involved in fighting HIV/AIDS amongst the youth in Kenya
Loading...
Date
2013-02-18
Authors
Kiogora, Emma Kajuju
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
Social marketing is a fairly new discipline in marketing used to promote behaviour
change and was introduced in Kenya by Population Services International (PSI) for
family planning campaigns in 1990 (PSI, 2010). Though new, it has brought tremendous
changes in water sanitation, fighting malaria and drug abuse among other social ills. This
paper investigates social marketing strategies used by organizations involved in fighting
HIV/AIDS amongst the youth in Kenya.
'The study was guided by the following objectives; to find out the strategies employed by
social marketing organizations fighting HIVIAIDS, to identify other related areas
targeted by social marketers in fighting HIV/AIDS, to establish how effective social
marketing is in fighting HIVIAIDS amongst the youth in Kenya and to identify the
challenges encountered by social marketers in fighting HIV/AIDS through promoting
behaviour change .The study adopted a descriptive design which helped to explain the
strategies used by the social marketing organizations involved in fighting HIV/AIDS and
the challenges they face.
The research was carried out in 20 social marketing organizations dealing with
HIV/AIDS, situated in Nairobi province. Nairobi is where most social marketers are
situated. The expected number of respondents was 60 but only 54 responded, the other
six did not return the questionnaires. Questionnaire was issued to 60 respondents, 3 from
every organization.
Description
Department of Business Administration, 73p. The HF 5415 .K52 2011