Abstract

This study examined the influence of reference groups on exposure to condom advertisements among senior secondary students in Akwa Ibom State of Nigeria. It has been observed that mere possession of condom or moving about with it to the knowledge of friends and family members could be misconstrued to mean promiscuity. Hence, this work investigated the extent of influence exerted by reference groups on exposure to condom advertisements among senior secondary school students in Eket Local Government of Akwa Ibom State in Nigeria. The survey method of inquiry was used to collect data from a sample population of 199 students drawn from three secondary schools in Eket local government area of Akwa Ibom State in Nigeria. The study found out that exposure to condom advertisements among senior secondary students is high (63.3%). Reference group influence on those students exposed to condom advertisements is as high as 82.5%. Female senior students have reference groups influence exerted more on them than their male counterparts regarding exposure to condom advertisements. The study recommends that promoters of condoms should court the support of reference groups to break the barrier of stigmatization and non-acceptability of condoms advertisements arising from religious belief and social norms.

Key Words: Reference Group, Influence, Exposure, Condom, Advertisement, Senior Secondary School Students

*Bassey Esuk Bassey, Ph.D. is a Senior Editor with the News Agency of Nigeria and the Bureau Chief in charge of Akwa Ibom State operations of the Agency. He holds a Ph.D. Degree in Communication Studies from the University of Port Harcourt, Rivers State, a Master of Arts Degree in Mass Communication from the University of Uyo, Uyo in Akwa Ibom State , a Bachelor of Arts  Degree in Communication Arts from the University of Cross River State  now University  of Uyo. He also a holds a Postgraduate Diploma in Management as well as Executive Masters in Business Administration all from the University of Calabar, Cross River State, Nigeria.

^JCMR Journal of Communication and Media Research, Vol. 9, No. 2, October 2017, 256 – 266