The influence of advertisements and religious factors on condom use intentions among married male Muslims in Pakistan

Despite government measures to control birth rate in Pakistan and spreading awareness about family planning through advertisements, Pakistani population growth rate is still high. In Pakistan, advertisements of contraceptives are cursed because advertisements are labeled as indecent, immoral, anti-c...

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主要作者:	Madni, Abdul Rehman
格式:	Thesis
语言:	eng eng
出版:	2017
主题:	BP Islam Bahaism Theosophy, etc
在线阅读:	https://etd.uum.edu.my/7013/1/s96014_01.pdf https://etd.uum.edu.my/7013/2/s96014_02.pdf
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id	my-uum-etd.7013
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Abdul Hamid, Norsiah Mohd Rashid, Sabrina
topic	BP Islam Bahaism Theosophy, etc BP Islam Bahaism Theosophy, etc
spellingShingle	BP Islam Bahaism Theosophy, etc BP Islam Bahaism Theosophy, etc Madni, Abdul Rehman The influence of advertisements and religious factors on condom use intentions among married male Muslims in Pakistan
description	Despite government measures to control birth rate in Pakistan and spreading awareness about family planning through advertisements, Pakistani population growth rate is still high. In Pakistan, advertisements of contraceptives are cursed because advertisements are labeled as indecent, immoral, anti-cultural and anti-religion. For instance, Pakistan Electronic Media Regulatory Authority (PEMRA) banned advertisements of “Josh condom” because of the complaints and pressure of the Pakistani people as they argued that the advertisements disregard to their religious values. However, facts revealed that Josh condom sale recorded a sharp increase after the ban of the advertisements. The main objective of this study is to investigate the influence of condom advertisements on attitude toward advertisements of condoms (AtAc) and behavioral intentions of Pakistani married male Muslims to use condoms (BI). Religious factors namely religious beliefs (RB), religious leaders (RL), religiosity (REL) and subjective norms (SN) were also incorporated into the study because of their relevancy in an advertising context. The mediating role of AtAc and the moderating role of REL was also the focus of the study. Data were collected from the Pakistani married male Muslims using a cross-sectional study design. The study adopted snowball sampling and gathered data from 213 respondents through the personally-administered method. Partial Least Squares-Structural Equation Modeling (PLS-SEM) was used to test the study hypotheses. Findings of the study show that PF, RB, SN, and AtAc are important factors in influencing condom use intentions of Pakistani married male Muslims. Results also revealed that AtAc significantly mediates between the relationship of PF and BI and religiosity significantly moderates between the relationship of PF, RL, and BI. Conclusively, this research has added valuable contributions, both practically and theoretically in the advertising field. It also contributed to the Theory of Planned Behavior by adding variables which are significant in determining the behavioral intention. It is also beneficial for those who want to advertise products especially controversial products in Pakistani media
format	Thesis
qualification_name	other
qualification_level	Doctorate
author	Madni, Abdul Rehman
author_facet	Madni, Abdul Rehman
author_sort	Madni, Abdul Rehman
title	The influence of advertisements and religious factors on condom use intentions among married male Muslims in Pakistan
title_short	The influence of advertisements and religious factors on condom use intentions among married male Muslims in Pakistan
title_full	The influence of advertisements and religious factors on condom use intentions among married male Muslims in Pakistan
title_fullStr	The influence of advertisements and religious factors on condom use intentions among married male Muslims in Pakistan
title_full_unstemmed	The influence of advertisements and religious factors on condom use intentions among married male Muslims in Pakistan
title_sort	influence of advertisements and religious factors on condom use intentions among married male muslims in pakistan
granting_institution	Universiti Utara Malaysia
granting_department	Awang Had Salleh Graduate School of Arts & Sciences
publishDate	2017
url	https://etd.uum.edu.my/7013/1/s96014_01.pdf https://etd.uum.edu.my/7013/2/s96014_02.pdf
_version_	1747828145918050304
spelling	my-uum-etd.70132021-05-10T01:00:38Z The influence of advertisements and religious factors on condom use intentions among married male Muslims in Pakistan 2017 Madni, Abdul Rehman Abdul Hamid, Norsiah Mohd Rashid, Sabrina Awang Had Salleh Graduate School of Arts & Sciences Awang Had Salleh Graduate School of Arts and Sciences BP Islam. Bahaism. Theosophy, etc HQ The Family. Marriage. Woman Despite government measures to control birth rate in Pakistan and spreading awareness about family planning through advertisements, Pakistani population growth rate is still high. In Pakistan, advertisements of contraceptives are cursed because advertisements are labeled as indecent, immoral, anti-cultural and anti-religion. For instance, Pakistan Electronic Media Regulatory Authority (PEMRA) banned advertisements of “Josh condom” because of the complaints and pressure of the Pakistani people as they argued that the advertisements disregard to their religious values. However, facts revealed that Josh condom sale recorded a sharp increase after the ban of the advertisements. The main objective of this study is to investigate the influence of condom advertisements on attitude toward advertisements of condoms (AtAc) and behavioral intentions of Pakistani married male Muslims to use condoms (BI). Religious factors namely religious beliefs (RB), religious leaders (RL), religiosity (REL) and subjective norms (SN) were also incorporated into the study because of their relevancy in an advertising context. The mediating role of AtAc and the moderating role of REL was also the focus of the study. Data were collected from the Pakistani married male Muslims using a cross-sectional study design. The study adopted snowball sampling and gathered data from 213 respondents through the personally-administered method. Partial Least Squares-Structural Equation Modeling (PLS-SEM) was used to test the study hypotheses. Findings of the study show that PF, RB, SN, and AtAc are important factors in influencing condom use intentions of Pakistani married male Muslims. Results also revealed that AtAc significantly mediates between the relationship of PF and BI and religiosity significantly moderates between the relationship of PF, RL, and BI. Conclusively, this research has added valuable contributions, both practically and theoretically in the advertising field. It also contributed to the Theory of Planned Behavior by adding variables which are significant in determining the behavioral intention. It is also beneficial for those who want to advertise products especially controversial products in Pakistani media 2017 Thesis https://etd.uum.edu.my/7013/ https://etd.uum.edu.my/7013/1/s96014_01.pdf text eng public https://etd.uum.edu.my/7013/2/s96014_02.pdf text eng public other doctoral Universiti Utara Malaysia Aaker, D. A., Stayman, D. M., & Hagerty, M. R. (1986). 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