The Social Media Advertising Effectiveness of a Male-Centred Preventive Device (Condom)

Abstract

This research aims to explore the social media advertising effectiveness of a male-centred preventive device (condom) in various social media applications and websites. Cognitive Response Model was the theoretical framework used as it is the foremost method in assessing the consumer thought process. This study used the non-probability sampling method, specifically, convenience sampling and chose the respondents based on +/-5% with a 95 % confidence interval, focusing on young adults in Manila. Frequency, Percentage, Ranking, Weighted Mean and ANOVA were used to present, analyse, and interpret the data gathered. The majority of the respondents are 19 years old, Straight/Heterosexual in gender and uses Facebook, YouTube, spending 4 to 6 hours a day with social media as their main source of information when it comes to condom brands. Overall, the social media advertising effectiveness of condom in terms of exposure to various social media applications and websites advertisements is somewhat effective, cognitive responses are somewhat effective and attitudes toward the brand and the advertisement is effective. Respondents’ assessment of exposure to advertisements and purchase intent has a significant difference when grouped according to age, gender orientation and source of information. On the contrary, when grouped according to hours spent on social media, there is no significant difference. Based on the results, the researcher recommended concentrating the advertisements on Facebook, YouTube, and Twitter and creating condom advertisements that could arouse more positive feelings. Age, gender and source of information are factors that should be highly considered when designing a campaign advertisement for a condom.