Abstract: The study aims to explore the unaddressed relationship between social capital and consumers’ underlying behavioral intentions. The study postulates that this association is mediated by the role of attitudes and peer influence. The research attains evidence from a usable sample of 673 responses. The majority consists of the young and energetic social media users of Pakistan that utilize virtual communities as a way of life. A variance based structural equation modeling has been applied through SmartPLS 3. The results reveal that social capital exerts a statistically supportive association with both attitudes and peer influence. Contrastingly, this predictor variable shows an insignificant linkage with behavioral intentions but this relationship is fully mediated by consumer attitudes and peer influence. The paper enhances marketing literature with respect to an unexplored society of Pakistan. It also provides a lens for the contemporary advertisers, in terms of supporting their social media campaigns with affiliative and cohesive elements. The study also identifies a series of predictor variables that could further be tested with attitudes, subjective norms and behavioral responses.
Abstract: This research seeks to investigate how the globalisation of fast food has affected students’ food choice. A mixed method approach was used in this research; basically involving quantitative and qualitative methods. The quantitative method uses a self-completion questionnaire to randomly sample one hundred and four students; while the qualitative method uses a semi structured interview technique to survey four students on their knowledge and choice to consume fast food. A cross tabulation of variables and the Kruskal Wallis nonparametric test were used to analyse the quantitative data; while the qualitative data was analysed through deduction of themes, and trends from the interview transcribe. The findings revealed that globalisation has amplified the evolution of fast food, popularising it among students. Its global presence has affected students’ food choice and preference. Price, convenience, taste, and peer influence are some of the major factors affecting students’ choice of fast food. Though, students are familiar with the health effect of fast food and the significance of using food information labels for healthy choice making, their preference of fast food is more than homemade food.
Abstract: The psychological impact of peer influence on its
individual group members, can make them resist HIV/AIDS
counselling and testing. This study investigated the correlate of peer
influence and resistance to HIV/AIDS counselling and testing among
students in tertiary institutions in Kano state, Nigeria. To achieve
this, three null hypotheses were postulated and tested. Cross-
Sectional Survey Design was employed in which 1512 sample was
selected from a student population of 104,841.Simple Random
Sampling was used in the selection. A self-developed 20-item scale
called Peer Influence and Psychological Resistance Inventory
(PIPRI) was used for data collection. Pearson Product Moment
Correlation (PPMCC) via test-retest method was applied to estimate a
reliability coefficient of 0.86 for the scale. Data obtained was
analyzed using t-test and PPMCC at 0.05 level of confidence. Results
reveal 26.3% (397) of the respondents being influenced by their peer
group, while 39.8% showed resistance. Also, the t-tests and PPMCC
statistics were greater than their respective critical values. This shows
that there was a significant gender difference in peer influence and a
difference between peer influence and resistance to HIV/AIDS
counselling and testing. However, a positive relationship between
peer influence and resistance to HIV/AIDS counselling and testing
was shown. A major recommendation offered suggests the use of
reinforcement and social support for positive attitudes and
maintenance of safe behaviour among students who patronize
HIV/AIDS counselling.