KOREASCHOLAR

The concept of Social Marketing has existed in literature for a long time and is a widely discussed topic. Many scholars have discussed the importance of health related social marketing to bring about positive lifestyle changes and improve health of populations. Marketing efforts and their effectiveness in creating positive changes is quite complex to assess.Social marketing for HIV/AIDS aims to generate awareness, teach people about the disease and influence people’s behavior towards a healthier and better lifestyle. To evaluate how aware people are, what they’ve learnt and how their behavior is influenced by social marketing communications, the authors use a modified version of Kirkpatrick model. This paper aims to ascertain the perceptions and knowledge about HIV/AIDS information disseminated by social marketers using traditional and new media such as Television, hoardings, pole kiosks, bus panels, information panels, radio, social media and celebrity endorsement. The study followed exploratory research design and Survey technique was used.

• Ishanika Chawngzikpuii(Department of Management, Mizoram University, India)
• K Lalromawia(Department of Management, Mizoram University, India)