Analysis of the Impact of Social Marketing on the Reduction of Seroprevalence of Infection in Mali: Case of the NGO Wale in the Urban Commune of Ségou

Abstract

This work aims to assess the importance of social marketing through communication in reducing the seroprevalence of HIV infection in the urban commune of Ségou. This analysis, based on both theoretical and empirical studies, involved a sample of one hundred and five (100) people made up of residents of the urban commune of Ségou and staff of the NGO Walé. The results of our research "The impact of social marketing on reducing hiv infection in Mali" show that the majority of respondents in the urban commune of Ségou (81%) are satisfied with the means of communication of social marketing to reduce the seroprevalence of HIV infection against 19% of unsusc satisfied for various reasons (4% due to the always high rate, 9% of cases of denial and 6% who find communication strategies insufficient).Of 81% of people who are satisfied with the means of social marketing communication used to reduce the seroprevalence of HIV/AIDS, 49% are men compared to 32% of women. Our results show that the use of social marketing techniques has a positive impact on the reduction of seroprevalence in the urban commune of Ségou. Keywords: social marketing, seroprevalence reduction, infection DOI: 10.7176/EJBM/12-36-03 Publication date: December 31 st 2020