Gender Differences in the Reception of Buzz and Demarketing Messages Among Undergraduates (Published)
This study investigated gender differences in the reception of buzz marketing and de-marketing messages on hard substance use among undergraduates in tertiary institutions. Guided by the Elaboration Likelihood Model, Theory of Planned Behavior, and Social Norms Theory, the research examined how message type (pro-buzz, de-marketing, neutral) and communication channel (social media, peer face-to-face) influenced perceived message credibility, descriptive norms, risk perception, attitudes, and intention to use substances, with gender as a moderating factor. A cross-sectional survey design was adopted, and a structured questionnaire was administered to a sample of 450 undergraduates’ selected using multistage sampling. Data were analyzed using regression (OLS). Findings revealed that de-marketing messages significantly enhanced credibility and risk perception, particularly among female students, thereby reducing intention to use substances. In contrast, pro-buzz messages elevated perceived descriptive norms and intention, with stronger effects among males and when delivered via social media. The study concludes that gender-sensitive, norm-corrective, and credibility-driven de-marketing strategies are essential for effective substance use prevention campaigns in tertiary institutions. It recommends integrating peer-led interventions, social media counter-messaging, and campus-specific norm feedback into prevention programs.
Keywords: Buzz marketing, Gender differences, Undergraduates, de-marketing, message credibility, perceived norms, substance use