Using Community-Based Social Marketing in a Regular Class to Promote Secondhand Smoke Avoidance Behaviors among Youths | [Pakistan Journal of Life and Social Sciences • 2025]

Author(s):

1. Nottakrit Vantamay: Department of Communication Arts and Information Science, Faculty of Humanities, Kasetsart University,Bangkok,Thailand

Abstract:

Exposure to secondhand smoke can be equally harmful as smoking itself. This smoke contains many of the same toxic chemicals as the smoke inhaled by smokers. However, previous social marketing campaigns have primarily concentrated on preventing smoking initiation among youths, rather than encouraging behaviors to avoid secondhand smoke. As a result, this research aimed to study the effectiveness of using community-based social marketing to promote secondhand smoke avoidance behaviors among youths in Thailand. A community-based social marketing campaign was created and piloted with a small class of Thai undergraduate students in Bangkok with purposive sampling. This campaign was evaluated using a one-group pretest-posttest design and paired-sample t-test was employed in the analysis. After intervention, the results showed that using community-based social marketing in regular class was effective. Analysis of the pretest and posttest data revealed significant improvements in all five indicators based on the theory of planned behaviors (p<.05). The mean score of secondhand smoke avoidance behaviors increased from 4.391 to 4.692, the mean score of intention to perform the behaviors increased from 4.332 to 4.625, and the mean score of attitude towards the behaviors increased from 3.641 to 4.184. Additionally, the mean score of subjective norm increased from 3.491 to 3.728 and the mean score of perceived behavioral control increased from 3.587 to 4.351. These results were strongly beneficial for social marketing practitioners. Furthermore, educational institutions can apply community-based social marketing into a regular class to promote any other health behaviors in the group of youth population more effectively.

Page(s): 2762-2770

DOI: 10.57239/PJLSS-2025-23.1.00217

Published: Journal: Pakistan Journal of Life and Social Sciences, Volume: 23, Issue: 1, Year: 2025

Keywords:

Secondhand smoke , Thai youths , Communitybased Social marketing

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