Abstract: Recently, pornography consumption in the digital age has become a main societal issue. Therefore, the purpose of this study is to: (1) understand the pornography consumption environment, perceptions, attitudes, beliefs, and influences of Middle Eastern individuals toward porn, (2) explore the barriers that prevent Middle Eastern individuals from interacting with current anti-porn programs, and (3) identify the best approach to assist them in quitting. Eleven focus group meetings were held online with people who consume pornography materials and ex-users. The number of participants in each meeting ranged between six and ten. The duration of each session was 60-80 minutes. The focus group sessions were recorded, transcribed, and edited. The data was managed and analyzed with the assistance of NVivo 11 software. Blocking pornographic websites and applying sticker laws against pornography, religion, call centers, and social media support encourage online social support, and encourage a personal approach via different media, may increase self-confidence to quit. New media channels, as well as new message content, need to be added to the current anti-porn efforts to influence the Middle East to quit. In conclusion, social marketing can play a central role in increasing awareness, influencing attitudes, and promoting healthier behaviors in terms of pornography use. This paper contributes to social marketing theory by investigating the extent to which pornographic intervention has been used in social marketing, offering consumer insights for new interventions and informing campaigners, health professionals, and policymakers in developing targeted programs and educational interventions to promote healthier behavior and reduce the negative impact of pornography consumption.

Keywords: Pornography consumption, qualitative study, social marketing, Behavioral Interventions, consumers’ insight, digital media platforms, Digital Media Influence

Pages: 2654-2663