What is it about?
The purpose of this paper is to explore participants’ attitudes and receptivity to a #CondomEmoji campaign insofar as investigating whether attitudes and receptivity were important predictors for brand impression and intention to buy.
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Why is it important?
This paper offers an insight into how conservative audiences may respond to social-media-based campaign of safer sex.
Perspectives
Research findings suggested that participants mostly held negative attitudes and receptivity to the campaign. Non-sexually active participants were more likely to perceive the advertising as offensive. Attitudes and receptivity were good predictors for brand impression, yet attitude was not significantly attributed to intention to buy condoms. The result was stronger in sexually active participants.
Ilham Akhsanu Ridlo
Universitas Airlangga
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This page is a summary of: #CondomEmoji, Health Education, August 2018, Emerald,
DOI: 10.1108/he-02-2018-0010.
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