Opinion Leaders in Interpersonal Communication and Their Influence on Alcohol Consumption among Students in Government Tertiary Colleges in Kenya
Main Article Content
Abstract
The study aimed at evaluating the influence of opinion leaders in interpersonal communication on alcohol consumption among students in government tertiary colleges in Kenya. The study was anchored on the two-step flow of communication model. The research used the descriptive cross-sectional survey design and utilized both qualitative and quantitative methods to collect data. From the campuses identified, a representative sample from each campus was chosen. A questionnaire was used to obtain qualitative data from sampled students. An interview guide was instrumental in interviewing key informants, while another guide for focus group discussions was used among the students to gather further qualitative data. Quantitative data was analyzed using descriptive statistics (mainly percentages) and inferential statistics (the chi-square goodness of fit test) with the aid of SPSS. The results were presented using tables and bar graphs. The findings revealed that opinion leaders had a significant influence on the alcohol consumption behavior among college students. Opinion leaders such as peers, family members and celebrities influence behavior. This is an indication that through observation and interpersonal communication, the college students are likely to copy what their opinion leaders are doing, including alcohol consumption.
Article Details
How to Cite
Maina J. Kamau, Hellen Mberia, & Idah Gatwiri Muchunku. (2023). Opinion Leaders in Interpersonal Communication and Their Influence on Alcohol Consumption among Students in Government Tertiary Colleges in Kenya. Matondang Journal, 2(2), 59-69. Retrieved from https://biarjournal.com/index.php/matondang/article/view/902
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References
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Steele, V. R., Ding, X., & Ross, T. J. (2019). Addiction: Informing drug abuse interventions with brain networks. In Connectomics (pp. 101-122). Academic Press.
Banerjee, S. C., Greene, K., Magsamen-Conrad, K., Elek, E., & Hecht, M. L. (2015). Interpersonal communication outcomes of a media literacy alcohol prevention curriculum. Translational behavioral medicine, 5(4), 425-432.
Bazrafshan, M. R., Akbari, K., Rahmati, M., & Ghadakpour, S. (2017). The effect of life skills training on social communication of clients referring to drug abuse clinics.
Carey, K. B., Lust, S. A., Reid, A. E., Kalichman, S. C., & Carey, M. P. (2016). How mandated college students talk about alcohol: Peer communication factors associated with drinking. Health communication, 31(9), 1127-1134.
Chakrabarti, S. (2013). The Influence of Opinion Leadership and Associated Measures among alcohol consumers in India. Journal of Marketing & Communication, 8(4), 4-12.
Chebukaka, R. N. (2014), Drug Abuse among Students in Public Secondary Schools in Kenya: The Case of Vihiga County, International Journal of Social Science and Education, Egerton University, Vol . 4, Issue 3, ISSN: 2223-4934 E and 2227-393 X Print
Dillard, J. P., Li, S. S., & Cannava, K. (2022). Talking about sugar-sweetened beverages: causes, processes, and consequences of campaign-induced interpersonal communication. Health Communication, 37(3), 316-326.
Dong T-P, Hung C-L and Cheng N-C (2016) Enhancing knowledge sharing intention through satisfactory context of continual service of knowledge management systems. Information Technology & People 29(4): 807-829.
Edwards, K. M., Banyard, V. L., Waterman, E. A., Hopfauf, S. L., Shin, H. S., Simon, B., & Valente, T. W. (2022). Use of social network analysis to identify popular opinion leaders for a youth-led sexual violence prevention initiative. Violence against women, 28(2), 664-685.
Hendriks, H., de Bruijn, G. J., & van den Putte, B. (2012). Talking about alcohol consumption: Health campaigns, conversational valence, and binge drinking intentions. British journal of health psychology, 17(4), 843-853.
Hendriks, H., van den Putte, B., de Bruijn, G. J., & de Vreese, C. H. (2014). Predicting health: the interplay between interpersonal communication and health campaigns. Journal of health communication, 19(5), 625-636.
Howell, A. P., Shaw, B. R., & Alvarez, G. (2015). Bait shop owners as opinion leaders: a test of the theory of planned behavior to predict pro-environmental outreach behaviors and intentions. Environment and Behavior, 47(10), 1107-1126.
Jungnickel, K. (2018). New methods of measuring opinion leadership: a systematic, interdisciplinary literature analysis. International Journal of Communication, 12, 23.
Kendagor, A., Gathecha, G., Ntakuka, M. W., Nyakundi, P., Gathere, S., Kiptui, D., ... & Ngaruiya, C. (2018). Prevalence and determinants of heavy episodic drinking among adults in Kenya: analysis of the STEPwise survey, 2015. BMC public health, 18(3), 1216.
Kingsland, M., Tremain, D., & Bennett, N. (2018). A practice change intervention to improve antenatal care addressing alcohol consumption by women during pregnancy: research protocol for a randomised stepped-wedge cluster trial. Implementation Science, 13(1), 112.
Koketso, M. F., Calvin, M. J., & Prudence, M. (2019). Psychosocial and demographic factors that compound alcohol abuse amongst youth: A case study of Musina High School. Global Journal of Health Science, 11(7), 459-482.
Moreno, M. A., & Whitehill, J. M. (2014). Influence of social media on alcohol use in adolescents and young adults. Alcohol research: current reviews, 36(1), 91.
Murtiningsih, M., Kristiawan, M., & Lian, B. (2019). The correlation between supervision of headmaster and interpersonal communication with work ethos of the teacher. European Journal of Education Studies.
NACADA (National Authority for the Campaign Against Alcohol and Drug Abuse). (2016) National Survey on Alcohol and Drug Abuse Among Secondary School. 2016;1–6.
Otteng, O. O., Wenje, P., & Kiptoo, M. (2020). Barriers to Interpersonal Communication as a Tool for Improving the Uptake of Voluntary Medical Male Circumcision in Siaya County, Kenya. Journal of Health, Medicine and Nursing, Vol.72, (2020); 74-84. ISSN 2422-8419
Ramsoomar, L., & Morojele, N. K. (2012). Trends in alcohol prevalence, age of initiation and association with alcohol-related harm among South African youth: implications for policy. South African Medical Journal, 102(7).
Reimuller, A., Hussong, A., & Ennett, S. T. (2011). The influence of alcohol-specific communication on adolescent alcohol use and alcohol-related consequences. Prevention Science, 12(4), 389-400.
Rui, J., & Stefanone, M. (2017). Assessing Drinking Norms from Attending Drinking Events and Social Network Site Use. Health communication, 22(2), 169-180.
Saraf, R. A., & Balamurugan, J. (2018). The role of mass media in health care development: A review article. Jour Mass Comm, 5(1&2), 39-43.
Sarathy, P., and Patro, S. (2013). The Role of Opinion Leaders in High-Involvement Purchases: An Empirical Investigation. South Asian Journal of Management, 20(2), 11-53.
Sismondo, S. (2013). Key opinion leaders and the corruption of medical knowledge: what the Sunshine Act will and won't cast light on. Journal of medical psychology, 12(4); 280-311.
Steele, V. R., Ding, X., & Ross, T. J. (2019). Addiction: Informing drug abuse interventions with brain networks. In Connectomics (pp. 101-122). Academic Press.