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Mercado, M.A.F. (2017). FB/HIV Status: A Case Study of the LoveYourself Inc’s Promotion of The LoveYourself’s HIV Testing Programs, Unpublished Undergraduate Thesis, University of the Philippines College of Mass Communication


ABSTRACT


This case study illustrates how the LoveYourself Inc (LYI) fans’ elaboration of LoveYourself’s HIV testing program posts affected their perception and decision/intention to take an HIV test from The LoveYourself (TLY). As illustrated in the Elaboration Likelihood Model, respondents both in the peripheral and central routes of elaboration formed a perception towards TLY’s HIV testing programs thru different ways.

Interviews with the eleven respondents revealed that those in the peripheral route of elaboration may either lack motivation or ability to think about the HIV testing program posts (HTPPs). They didn’t recall the HIV testing programs’ 3Ps (program name, place, and price) and schedule completely and their perception on the HIV testing programs were based from peripheral cues. Only one respondent in the central route recalled the programs’ 3Ps and schedules.

Recall of the programs’ 3Ps and schedules was also affected by the content quality of LYI. As revealed in the content analysis of the Facebook page, promoting HIV testing programs was not the priority during the months of January to March 2017. In spite of this, HTPPs, according to a majority of the respondents, were still able to affect their decision/intention to take an HIV test from TLY.


Keywords: HIV test, HIV testing program, FB, HIV status, Elaboration Likelihood Model


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Department of Broadcast Communication Thesis

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