The effect of consumer-perceived COVID-19 ad value on health-protective behavior: Mediating role of engagement
(2024) In Health Marketing Quarterly- 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... (More)
- 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. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/e65c7e01-0c20-40a2-9e29-066e8132cf51
- author
- Abdur Rafeh, Mir ; Zaib Abbasi, Amir ; Hollebeek, Linda LU ; Asghar Ali, Muhammad and Ting, Ding Hooi
- organization
- publishing date
- 2024
- type
- Contribution to journal
- publication status
- epub
- subject
- keywords
- Advertising value, consumer engagement, COVID-19, Ducoffe’s advertising model, health-protective behavior
- in
- Health Marketing Quarterly
- publisher
- Routledge
- external identifiers
-
- pmid:38832765
- ISSN
- 1545-0864
- DOI
- 10.1080/07359683.2024.2355378
- language
- English
- LU publication?
- yes
- id
- e65c7e01-0c20-40a2-9e29-066e8132cf51
- date added to LUP
- 2024-06-07 08:59:15
- date last changed
- 2024-06-08 03:00:05
@article{e65c7e01-0c20-40a2-9e29-066e8132cf51,
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.}},
author = {{Abdur Rafeh, Mir and Zaib Abbasi, Amir and Hollebeek, Linda and Asghar Ali, Muhammad and Ting, Ding Hooi}},
issn = {{1545-0864}},
keywords = {{Advertising value; consumer engagement; COVID-19; Ducoffe’s advertising model; health-protective behavior}},
language = {{eng}},
publisher = {{Routledge}},
series = {{Health Marketing Quarterly}},
title = {{The effect of consumer-perceived COVID-19 ad value on health-protective behavior: Mediating role of engagement}},
url = {{http://dx.doi.org/10.1080/07359683.2024.2355378}},
doi = {{10.1080/07359683.2024.2355378}},
year = {{2024}},
}