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The role of social media in HIV/AIDS communication: The relationship between perceived need and design utilities
Includes bibliographical references.
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| Main Author: | |
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| Other Authors: | |
| Format: | Thesis |
| Language: | English |
| Published: |
School of Management Studies
2015
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| _version_ | 1867613603192897536 |
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| access_status_str | Open Access |
| author | Robertson, Jeandri |
| author2 | Human, Gert |
| author_browse | Human, Gert Robertson, Jeandri |
| author_facet | Human, Gert Robertson, Jeandri |
| author_sort | Robertson, Jeandri |
| collection | Thesis |
| description | Includes bibliographical references. |
| format | Thesis |
| id | oai:open.uct.ac.za:11427/13065 |
| institution | University of Cape Town (South Africa) |
| language | eng |
| last_indexed | 2026-06-10T12:38:46.336Z |
| license_str | Not specified — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UCTD — University of Cape Town Open Access Repository |
| publishDate | 2015 |
| publishDateRange | 2015 |
| publishDateSort | 2015 |
| publisher | School of Management Studies |
| publisherStr | School of Management Studies |
| record_format | dspace |
| source_str | UCTD — University of Cape Town Open Access Repository |
| spelling | oai:open.uct.ac.za:11427/13065 The role of social media in HIV/AIDS communication: The relationship between perceived need and design utilities Robertson, Jeandri Human, Gert Management Studies Includes bibliographical references. This study aims to explore the role of social media in HIV/AIDS communication, by investigating the relationship between perceived need utilities of social media and the design utilities of the communication channel. Following the media richness theory (MRT) and channel expansion theory (CET), a model is proposed that suggests that need utilities drive social media utility. It is furthermore suggested that social media utility is positively associated with the design appropriateness of social media to create or consume HIV/AIDS content. The proposed model presents the interpersonal consumer expectations of message control, privacy, trust and endorsement as need utilities, while social media as a place to interact and a place to which to escape, are identified as social media utilities. As a high at-risk HIV- group, the research approach is outlined within the demographic segment of university students in the Western Cape, between the ages of 18 to 24 years. The constructs of social change (communication objective), social capital (product of communication) and social influence (targeted communication), are operationalised within a social media context to explore consumer motivations to interact or escape. The benefits and limitations of using social media for effective HIV/AIDS communication are also assessed, as these practically influence the perception of the role of a communication channel within a particular communication context. The research methodology firstly comprised of six qualitative focus group discussions, which assisted in the generation of the hypotheses and facilitated the formulation of the conceptual model. Secondly, data from 991 online surveys were analysed to quantitatively test the formulated hypotheses and gauge support for the proposed model. The results support the hypotheses and proposed model, by indicating that need utilities drive social media utility, which in turn drive design appropriateness. Furthermore, the results also reveal that the social media utility of being a place to interact is positively associated with the design appropriateness of social media for HIV/AIDS content creation and consumption. The perception of social media as a place to which to escape, however negatively affects the design appropriateness of social media for HIV/AIDS content creation and consumption. The study discusses the implications for health communication from an integrated marketing communications approach and puts forward recommendations for strategy development, as well as monitoring and evaluation. Lastly several recommendations are put forward for future research. 2015-06-15T06:57:36Z 2015-06-15T06:57:36Z 2014 Master Thesis Masters MBusSc http://hdl.handle.net/11427/13065 eng application/pdf School of Management Studies Faculty of Commerce University of Cape Town |
| spellingShingle | Management Studies Robertson, Jeandri The role of social media in HIV/AIDS communication: The relationship between perceived need and design utilities |
| thesis_degree_str | Master's |
| title | The role of social media in HIV/AIDS communication: The relationship between perceived need and design utilities |
| title_full | The role of social media in HIV/AIDS communication: The relationship between perceived need and design utilities |
| title_fullStr | The role of social media in HIV/AIDS communication: The relationship between perceived need and design utilities |
| title_full_unstemmed | The role of social media in HIV/AIDS communication: The relationship between perceived need and design utilities |
| title_short | The role of social media in HIV/AIDS communication: The relationship between perceived need and design utilities |
| title_sort | role of social media in hiv aids communication the relationship between perceived need and design utilities |
| topic | Management Studies |
| url | http://hdl.handle.net/11427/13065 |
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