Hassan, Hanum and Yusof, Norhafezah and Awang Hashim, Rosna (2014) Faktor rintangan ke atas kempen tak nak merokok. Resistance in the "say no to smoking' campaign. Jurnal Komunikasi = Malaysian Journal of Communication, 30 (1). pp. 75-95. ISSN 2289-151X

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Abstract

The study aims to identify the relationship between the characteristics of innovation and resistance towards the ‘Say No to Smoking’ campaign. By using cluster sampling, a total of 396 respondents were selected from eight secondary schools in the northern states of Peninsular Malaysia.Data were collected through a survey method data and were analyzed using the Pearson correlation statistical analysis. The results showed that there was a significant relationship between innovation characteristics i.e., relative advantage, compatibility, complexity and trialbility with the existence of resistance towards the ‘Say No to Smoking’ campaign.This study also showed that factors such as the characteristics of innovation which could lead to one more innovation may fail to get disseminated. In fact, this study can help decision makers to identify the causes of rejection of new innovations in health campaigns that are being introduced to the community in an effort to improve public’s receptiveness of future health campaigns.

Item Type:	Article
Uncontrolled Keywords:	‘Say No to Smoking’ campaign, adoption of innovation, characteristics of innovation, resistance.
Subjects:	P Language and Literature > P Philology. Linguistics
Divisions:	School of Multimedia Technology & Communication
Depositing User:	Prof. Dr. Norhafezah Yusof
Date Deposited:	18 May 2015 09:48
Last Modified:	17 May 2016 07:12
URI:	https://repo.uum.edu.my/id/eprint/14231

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