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   Accounting for youth audiences’ resistances to HIV and AIDS messages in the television drama Tsha Tsha in South Africa

   Item type: Journal Article • Journal: SAHARA-J: Journal of Social Aspects of HIV/AIDS • Authors: Blessing Makwambeni --- , , South Africa Abiodun Salawu --- , , South Africa

   Theoretical debates and literature on E-E efforts in Africa have largely focussed on understanding how and why interventions on HIV and AIDS are effective in influencing behaviour change among target communities. Very few studies have sought to investigate and understand...

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2. 

   Antecedents of purchase intentions in digital marketing: A case of TikTok shop

   Item type: Journal Article • Journal: African Journal of Science, Technology, Innovation and Development • Authors: Ainiezean Awang Jual --- Politeknik Kota Kinabalu, Malaysia Anbukkarasu Paramasivam --- Politeknik Kota Kinabalu, Malaysia Silllalee S. Kandasamy --- Faculty of Arts and Social Sciences University Malaya, Malaysia Parvathi Wajindram --- Faculty of Arts and Social Sciences University Malaya, Malaysia Elayaraja Aruchunan --- University Malaya, Malaysia

   This study investigates the antecedents of purchase intentions on TikTok Shop, utilizing Uses and Gratification (U&G) Theory to analyze the impact of entertainment, informativeness, cost savings and attractiveness on student purchase intentions. The study gathered responses from 357 students through...

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