The Relationship between Media Advertising and Attitudinal Changes during COVID-19

Abstract

Several studies affirmed the role of media advertisements for healthcare awareness. However, during the current COVID-19 pandemic, it is highly crucial to scrutinize the position of disease awareness advertisement campaigns. This study also aims to investigate the role and impacts of mass media advertisements to spread COVID-19 awareness in Sahiwal, Pakistan. The researchers selected a sample of n= 179 respondents and used a three-point Likert scale questionnaires for data gathering purposes. The researchers also proposed a self-structured model supported by Social Learning theory, as the primary conceptual framework. The results revealed that media advertisements are significantly (p ≤ .000) spreading disease awareness and positively (p ≤ .000), infusing the attitudinal changes among the audience. The results indicated the power of the media campaigns and their potential impacts on audience behavior. Therefore, the researchers recommended more investigations using the study model to maximize usage of media advertisements for COVID-19 awareness.

Informasi Covid-19 Sebagai Barang Awam: Analisis Nvivo

“…(Kim et al 2020). Dalam masa yang sama, media sosial pula bukan sahaja platform untuk menyebarkan maklumat tapi juga mempengaruhi pendapat dan tingkah laku pengguna, lantas dapat dilihat tindak balas orang ramai terhadap wabak Covid-19 adalah berbeza di seluruh negara (Khalid et al, 2020). Namun, seperkara yang perlu dipandang serius adalah media sosial mampu meningkatkan ketakutan di kalangan orang ramai (Karasneh et al, 2020) dan menimbulkan perasaan ragu-ragu di kalangan masyarakat setempat, sekaligus ia mewujudkan kekeliruan dan kesusahan kepada banyak pihak (Duraisamy et al, 2020).…”