Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Critically Evaluating the Impact of Antismoking Campaign Advertisements on Antismoking Beliefs and Smoking Intentions of Youths: Evidence from Bangladesh

Author(s): Mahamudul Hasan

The aim of this paper is to explore the impact of antismoking campaign advertisements on antismoking beliefs and smoking intentions of youths in Bangladesh. The population of the study comprised of all undergraduate and graduate male students of universities and other educational institutions in southern part of Bangladesh. Data were collected by a structured questionnaire from 241 undergraduate and graduate level male students from 7 universities in Bangladesh. Results show that attitude toward antismoking campaign advertisements has a significant negative impact on smoking intentions. Moreover, antismoking campaign advertisements have significant influence on second-hand smoking belief and smoking addictiveness belief but have insignificant influence on tobacco company deception belief. However, antismoking beliefs have no significant moderating impact between attitude toward antismoking campaign advertisements and smoking intentions.