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The main goal of social marketing is behavioural impact and it can be applied to a variety of social problems, but behaviour change is complex.The study examined the influence of compatibilitywith culture on adoption of HIV/AIDS preventive measures in Maiduguri metropolis, specifically, the study assessed the level of awareness on HIV/AIDS; and examined the peoples' protective behaviours. Primary source of data was utilised, structured questionnaires were administered on 300 respondents; however, 283 questionnaires were valid. Multistage sampling technique was employed using stratified sampling and convenience sampling techniques to select the respondents. Secondary data were sourced through existing literature. Descriptive statistics and simple linear regression analysis were used to analyse the data. The major finding of the study revealed that prevention measures that are not compatible with culture significantly influence adoption of HIV/AIDS prevention methods. The study recommends "Cultural social marketing" should be used where community leaders and communal elders are recognised and persuaded to promote cultural practices which can prevent HIV infection rather than those practices that are barriers to its prevention.

Influence of Compatibility on Adoption of Hiv/Aids Preventive Measures in Maiduguri Metropolis: A Social Marketing Perspective