Attitudes of Young People towards COVID-19 Risk Reduction Measures. An Analysis of the Impact of Different Health Campaign Strategies

Authors

  • Natividad Crespo-Tejero ESIC University / ESIC Business & Marketing School Author
  • Susana Fernandez-Lores ESIC University / ESIC Business & Marketing School Author
  • Ruth Fernández-Hernández ESIC University / ESIC Business & Marketing Schoo Author

DOI:

https://doi.org/10.0000/cgm8zm25

Keywords:

emotions, framing, health campaigns, self-efficacy, social marketing

Abstract

Health campaigns have been commonly used to improve the attitudes and healthy behaviours of the population. With the COVID-19 pandemic, they have become an essential tool to increase compliance with health measures, mainly amongst the young population, a group especially reluctant. The aim of the study is to analyse the effectiveness of different campaigns to improve the attitudes of young people toward compliance with health measures. For this purpose, an experimental study was carried out with 245 subjects using three health campaigns with different frames and emotions in the messages. The results show different degrees of efficacy according to the framing and emotions used. The role of self-efficacy as a moderating factor is also analysed. Implications for campaign design are derived and limitations and directions for future research are addressed.

Author Biographies

  • Natividad Crespo-Tejero, ESIC University / ESIC Business & Marketing School

    Natividad Crespo-Tejero is a Professor in the Department of Communication and Marketing at ESIC University. She is also the Director of the academic degree in Marketing and the responsible for the neuromarketing laboratory. She holds a PhD in Psychology (Universidad Autónoma de Madrid, UAM) and Master’s degree earned at the Universidad Complutense de Madrid (UCM). In recent years she has published several academic articles in high impact journals and book chapters focused on the study of consumer behaviour. Her research has been presented at more than 30 national and international conferences and she is the author of several book chapters focused on the study of neuroscience. Her research interests are focused on consumer behaviour, neuromarketing and new technologies.

  • Susana Fernandez-Lores, ESIC University / ESIC Business & Marketing School

    Susana Fernandez-Lores earned a PhD in Marketing (Complutense University Madrid, UCM), a Master’s degree in Marketing (IE Business School) and a Bachelor’s degree in Advertising and PR. She is an Associate Professor at ESIC University in the undergraduate and postgraduate areas. She also serves as the Editor-inChief of the International Academic Journal of Communication Research aDResearch ESIC. She has authored several book chapters and academic papers and has given speeches at academic and professional conferences. She is the co-author of the Work Experiential Engagement Model. Her research interest is focused on branding, communication and new technologies.

  • Ruth Fernández-Hernández, ESIC University / ESIC Business & Marketing Schoo

    Ruth Fernández-Hernández has a PhD in Tourism from the Universidad Rey Juan Carlos (URJC), a Master’s degree in Communication and New Technologies Management (URJC-ESIC), a Master’s degree in Communication and Advertising Management (ESIC), a degree in Communication from the Open University of Catalonia (UOC) and a higher degree in Commercial Management and Marketing (ESIC). She has worked for 11 years as sales and marketing manager in different companies in the footwear and accessories sector. She has also worked as a consultant in the same sector. She is currently the Director of the Academic Department of Communication and Advertising and lecturer at ESIC University in communication and marketing subjects at undergraduate and postgraduate level. She also combines her teaching activity with research, focusing her studies on new technologies and tourism. Her scientific production includes conferences and numerous articles in national and international journals, as well as book chapters from leading international publishers.

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Published

2022-11-30

Issue

Vol. 13 No. 2 (2022): Communication Today 2/2022

Section

Research studies

License

Copyright (c) 2022 Communication Today

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Crespo-Tejero, N., Fernandez-Lores, S., & Fernández-Hernández, R. (2022). Attitudes of Young People towards COVID-19 Risk Reduction Measures. An Analysis of the Impact of Different Health Campaign Strategies. Communication Today, 13(2), 48-61. https://doi.org/10.0000/cgm8zm25