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Hubungan Ciri Inovasi dan Saluran Komunikasi Dengan Rintangan Kempen Tak Nak Merokok

Hanum, Hassan (2012) Hubungan Ciri Inovasi dan Saluran Komunikasi Dengan Rintangan Kempen Tak Nak Merokok. PhD. thesis, Universiti Utara Malaysia.

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Abstract

This study was aimed at identifying the relationship between the characteristics of innovation, demographic factors, and communication channels with resistance towards the "Say No to Smoking" campaign. In addition, this study was an attempt to clarify the role of opinion leaders as a moderating variable in the relationship between innovation characteristics and communication channels with resistance towards the "Say No to Smoking" campaign among youths. A total of 396 respondents were selected using cluster sampling. The respondents were students from eight secondary schools in the northern states of Peninsular Malaysia. Data were collected through a survey method and focus group discussions. Quantitative data were analyzed using the Pearson correlation statistical analysis, t-test, ANOVA and hierarchical moderated regression analysis, while qualitative data were analyzed using thematic analysis. The results showed that there was a significant relationship between innovation characteristics and channels of communication with resistance towards the "Say No to Smoking" campaign. This conclusion was also supported by the findings of focus group discussions which showed that there was a relationship between innovation characteristics and communication channels with resistance towards the "Say 1Vo to Smoking" campaign. The analysis also showed that opinion leaders did not play a significant role in moderating the relationship between the characteristics of innovation and communication channels. The findings also indicated that demographic factor did not affect the presence of significant resistance towards the campaign. In conclusion, this study provided a comprehensive understand- ing of how factor such as innovation characteristics and communication channels might cause news about an innovation to not get disseminated. As such, this study can help decision makers to identify the cause of rejection of new innovations in community health campaign. The ability to do this will greatly help to improve public receptiveness in future health campaign.

Item Type: Thesis (PhD.)
Uncontrolled Keywords: Innovation Campaign, Communication Channels, Opinion Leaders
Subjects: P Language and Literature > P Philology. Linguistics
Divisions: Awang Had Salleh Graduate School of Arts & Sciences
Depositing User: Mr. Badrulsaman Hamid
Date Deposited: 12 May 2013 05:40
Last Modified: 13 Nov 2019 02:03
URI: http://etd.uum.edu.my/id/eprint/3277

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