INTERPERSONAL COMMUNICATION CONTEXT AND ALCOHOL CONSUMPTION AMONG STUDENTS IN GOVERNMENT TERTIARY COLLEGES IN KENYA
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Abstract
The study aimed at evaluating the influence of interpersonal communication context on alcohol consumption among students in government tertiary colleges in Kenya. The study was anchored on the two-step flow of communication model and the social cognitive theory. The research used the descriptive cross-sectional survey design and utilized both qualitative and quantitative methods to collect data. From the campuses identified, a representative sample from each campus was chosen. A questionnaire was used to obtain qualitative data from sampled students. An interview guide was instrumental in interviewing key informants, while another guide for focus group discussions was used among the students to gather further qualitative data. Quantitative data was analyzed using descriptive statistics (mainly percentages) and inferential statistics (the chi-square goodness of fit test) with the aid of SPSS. The findings revealed that interpersonal communication context had a significant influence on the alcohol consumption behavior among college students. It was recommended that there is need for awareness to be created for learners to uphold interpersonal communication context that supports their goals and valuable outcome rather than alcohol consumption behavior.
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