THE ROLE OF GENDER DIFFERENCES IN E-MEDIA USAGE, PHYSICAL ACTIVITY RATE AND NUTRITIONAL STATUS: AN INNOVATIVE SOCIAL MARKETING TOOL FOR HEALTH PROMOTION

  • Jacob Owusu Sarfo Department of Psychology, Faculty of Social Studies, University of Ghana, Ghana Research Unit, Dacson and Dacson Intelligence, Ghana
  • Emmanuel Appah Bamfo Department of Nutrition and Food Science, Faculty of Science, University of Ghana, Ghana
  • Michael Asiedu Department of Marketing, Business School, University of Ghana, Ghana Research Unit, Dacson and Dacson Intelligence, Ghana
  • Daniel Adjei Regional Institute for Population Studies, University of Ghana, Ghana Research Unit, Dacson and Dacson Intelligence, Ghana

Abstract

The aim of this study is to use the social marketing approach to define the time spent on e-media and its effect on the pattern of exercise rate and nutritional status. Using a cross-sectional survey method, 150 undergraduates were selected. Averagely, 40.74 ± 14.39 hours per week was spent using electronic media for leisure and entertainment. Results showed that males with a high e-media user rate for entertainment or leisure had a generally low BMI mean while females with a high e-media user rate for entertainment or leisure had a higher BMI mean. Although exercise rate is better in general among male high e-media users, its effect is opposite among female high e-media users. As a possible strength, the involvement of multidisciplinary innovations is recommended in the use of social marketing programmes with a blend of social capital theory for e-media products and programmes.

Downloads

Download data is not yet available.
Published
2013-09-30
How to Cite
Sarfo, J. O., Bamfo, E. A., Asiedu, M., & Adjei, D. (2013). THE ROLE OF GENDER DIFFERENCES IN E-MEDIA USAGE, PHYSICAL ACTIVITY RATE AND NUTRITIONAL STATUS: AN INNOVATIVE SOCIAL MARKETING TOOL FOR HEALTH PROMOTION. European Scientific Journal, ESJ, 9(26). https://doi.org/10.19044/esj.2013.v9n26p%p