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The effect of consumer-perceived COVID-19 ad value on health-protective behavior: Mediating role of engagement.
Rafeh, Mir Abdur; Abbasi, Amir Zaib; Hollebeek, Linda D; Ali, Muhammad Asghar; Ting, Ding Hooi.
Afiliación
  • Rafeh MA; Department of Management Science, Shaheed Zulfikar Ali Bhutto Institute of Science and Technology, Islamabad, Pakistan.
  • Abbasi AZ; IRC for Finance and Digital Economy, King Fahd University of Petroleum & Minerals, Dhahran, Saudi Arabia.
  • Hollebeek LD; Sunway Business School, Sunway University, Malaysia.
  • Ali MA; Department of Marketing, Vilnius University, Lithuania.
  • Ting DH; Department of Business Administration, Tallinn University of Technology, Estonia.
Health Mark Q ; : 1-32, 2024 Jun 04.
Article en En | MEDLINE | ID: mdl-38832765
ABSTRACT
Though the pandemic has passed, social media-based messaging continues to exhibit COVID-19-related cues (e.g., wearing a face mask to stay safe), continuing to foster consumers' health-protective behavior. However, it remains unclear how social media communications (e.g., advertising) affect such behavior, exposing an important literature-based gap. Addressing this gap, we deploy Ducoffe's advertising value model to examine how pandemic-related advertisements (e.g., those urging consumers to stay safe, including post-the pandemic) impact their health-protective behavior. We also examine how consumer engagement (CE) mediates these associations. To explore these issues, we collected data from a sample of 301 Gen Z consumers, which was analyzed using partial least squares structural equation modeling (PLS-SEM). We find that informative, credible, irritating, and obtrusive ads raise consumer engagement and health-protective behavior. Engagement was also found to strengthen these associations, revealing their strategic value. We conclude by outlining important theoretical and practical implications that arise from our analyses.
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Texto completo: 1 Colección: 01-internacional Base de datos: MEDLINE Idioma: En Revista: Health Mark Q Año: 2024 Tipo del documento: Article País de afiliación: Pakistán Pais de publicación: Reino Unido
Texto completo
Añadir a Mi BVS
Imprimir
XML
PubMed Links
Buscar en Google

Texto completo: 1 Colección: 01-internacional Base de datos: MEDLINE Idioma: En Revista: Health Mark Q Año: 2024 Tipo del documento: Article País de afiliación: Pakistán Pais de publicación: Reino Unido