| dc.description.abstract | Substance use among students in Kenyan institutions of higher learning has risen substantially in recent years. This has necessitated innovative intervention responses to curb the growing trend. The Alcohol Drugs and Substance Abuse (ADSA) Committee in MUST employs an experimental approach that engages students in conducting campaigns aimed at prevention of drug and substance abuse among their peers using social media messaging. The study hypothesized that: positive antidrug brand depictions could be promoted using social media approaches to complement crushing the myths in-person, model-based approach; students would respond positively and be encouraged with prevention messages disseminated by their peers; exposure to the social media prevention messages would be associated with positive substance use avoidance attitudes and beliefs. The
study adapted an experimental design approach in piloting a program that focused on branding, messaging, and
social media for prevention of substance and drug abuse. The study sampled 360 participants from Meru University of Science & Technology, Meru Technical Training Institute and Kenya Methodist University students in 2019. The stratified sampling took care of students pursuing certificate, diploma and bachelor degree programmes. An online questionnaire was administered to respondents to capture relevant data. A multivariable logistic regression models was used to analyze the relationship between program receptivity and outcomes. Finally, a multilevel generalized estimating equation (GEE) was used to model changes in behavior from baseline to follow-up. The findings showed that students reported increased intentions to use marijuana
(2.129, P=.02). However, respondents reporting exposure and receptivity to ADSA testified a significant decrease in intentions (0.237, P=.006). The study concluded that social media is an effective strategy for peer to-peer substance use prevention mechanism. The study recommends continued piloting of the social media diffusion model on mainstreaming ADSA among tertiary institutions and the need for more research on a larger scale with an expanded student population. | en_US |
