Social marketing efficacy in driving attitudinal changes of female students: Escapade of campus prostitution in Nigerian universities

Abstract

Campus prostitution, quite different from traditional prostitution, is commonly known as “hook-up” and it is highly frowned upon as a major social vice in Nigeria. This study examined the potentials of Facebook, Twitter, and WhatsApp in influencing the attitudinal change of female students toward campus prostitution in Nigerian universities. The population comprises female students in select universities in Southeastern Nigeria. However, Cochran’s formula was used to determine the sample size. Snowball sampling was used in selecting every identified hook-up girl who subsequently contacted a co-prostitute via referral after being offered monetary incentive. A pilot survey was conducted, and the study obtained Cronbach’s Alpha value of 0.890. Furthermore, 384 structured questionnaires were distributed, and 325 were adequately returned. Hence, simple linear regression was used to analyze the data and the findings revealed that Facebook messages significantly and positively influence the attitudinal change of female students toward campus prostitution (r = 0.981; t = 157.402; F = 24775.501; p < 0.05). Similarly, Twitter messages significantly and positively influence the attitudinal change of female students toward campus prostitution (r = 0.977; t = 144.375; F = 20844.055; p < 0.05). Lastly, WhatsApp messages significantly and positively influence the attitudinal change of female students toward campus prostitution (r = 0.984; t = 174.458; F = 30435.505; p < 0.05). Thus, these tools are potentially effective and should be adopted by the university authorities to engender high moral standards.

Keywords

• attitude
• Facebook
• marketing
• prostitute
• Southeastern Nigeria
• theory of reasoned action