Sripriya, V and Vanitha, N (2022) INFLUENCE OF ADVERTISEMENT APPEAL ON CONSUMERS DURING COVID-19: A STUDY OF HAND WASH ADVERTISEMENTS. Madhya Bharti, 82 (5). pp. 88-102. ISSN 0974-0066

[thumbnail of Publication Madhya Bharati (1).pdf] Text
Publication Madhya Bharati (1).pdf - Published Version
Download (1MB)

Abstract

World Health Organization affirmed COVID-19, the epidemic stemming from acute
respiratory syndrome SARS-CoV-2, as a global pandemic in March 2020. Non-pharmaceutical
mediations such as social distancing, hand washing, and wearing facial mask are advocated as the
protection against COVID-19. This paper tries to understand the influence of hand wash
advertisements on consumers and also tries to understand the informational appeal in advertisements
impacting the consumers. The study attempts to explore whether message content helps in increasing
the awareness of the safety & hygiene appeals made by the hand wash brands in their advertisements.
Data was collected from 275 respondents for the study using a questionnaire. Statistical tools like ChiSquare, Anova, and Correlation were used for the analysis and drawing meaningful inferences. Finding
shows that most of the respondents have a fear of health and hygiene after the outbreak of COVID-19.
The information appeal in the advertisements does create a positive image of the products in the minds
of customers and also has created awareness among the consumers regarding health and hygiene.

Item Type: Article
Uncontrolled Keywords: advertisements, pandemic, health and hygiene, liquid hand wash, purchase intention
Depositing User: Mr Team Mosys
Date Deposited: 08 Apr 2023 08:30
Last Modified: 08 Apr 2023 08:30
URI: http://ir.psgcas.ac.in/id/eprint/1870

Actions (login required)

View Item
View Item
Altmetric