A Conjoint Analysis of Gen Z Preferences for HIV Prevention Campaigns in Davao City

Vollständiger Abstract

Worum geht es in dieser Arbeit?

The Philippines has the fastest-growing HIV epidemic in the Asia-Pacific, with Gen Z heavily affected. Grounded in Lasswell’s Model and Rhetorical Triangle Theory, this study utilizes PAPRIKA conjoint analysis via 1000minds software to determine Gen Z Davaoeños' preferences for HIV prevention campaigns. Using field data from June to September 2025, 383 valid respondents aged 18–28 near four treatment hubs evaluated four key attributes: speaker, channel, content, and tone. Results show speaker was most important (40.70%), followed by channel (26.60%), content (20.40%), and tone (12.40%). The highest simulated market share profile features a healthcare professional delivering a story-driven message with an empowering tone via social media. These insights offer public health organizations an empirical blueprint to maximize digital engagement.