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Innovations in Social Marketing and Public Health Communication pp 173–183Cite as

Innovations in Social Marketing and Public Health Communication: Improving the Quality of Life for Individuals and Communities

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Part of the book series: Applying Quality of Life Research ((BEPR))

Abstract

HIV/Aids pandemic is a major concern worldwide, and in South Africa some marketing communication campaigns do not seem to be producing the expected results, especially to persuade Generation Y to alter their sexual behavior. This research investigates whether the use of fear increases the likelihood of adopting appropriate behavior. The roles of fear, attitude and behavioral intent are examined to ascertain the influence of fear appeal levels. Recommendations are given to improve the communication of HIV/Aids advertising to Generation Y.

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Authors and Affiliations

  1. University of Stellenbosch Business School, 610, Bellville, 7535, South Africa

    Marlize Terblanche-Smit

  2. Department of Business Management, Faculty of Economics and Management Sciences, Stellenbosch University, Matieland, 7602, South Africa

    Nic S. Terblanche

Authors
  1. Marlize Terblanche-Smit
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  2. Nic S. Terblanche
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Correspondence to Marlize Terblanche-Smit .

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Editors and Affiliations

  1. Faculty of Management, University of Lethbridge, Lethbridge, Alberta, Canada

    Walter Wymer

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Terblanche-Smit, M., Terblanche, N.S. (2015). Innovations in Social Marketing and Public Health Communication: Improving the Quality of Life for Individuals and Communities. In: Wymer, W. (eds) Innovations in Social Marketing and Public Health Communication. Applying Quality of Life Research. Springer, Cham. https://doi.org/10.1007/978-3-319-19869-9_9

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