The Relationships among Fear of Covid-19, Health Consciousness, Attitude toward Supplements, and Purchase Intention Using a Moderated Mediation Analysis

The purpose of this study is to examine the relationship between fear of Covid-19 (FoC), attitudes toward supplements (AtS), health consciousness (HC), and purchase intention (PI) by using moderated mediation analysis. The data acquired from 308 customers via faceto-face surveys were analyzed using descriptive statistics and structural equation modeling, and the process model produced by Hayes tested the hypotheses. The results show that the variable of AtA partially mediated the association between FoC and purchase intention. Health consciousness moderates the strength of the relationships between FoC and PI mediated by AtS. According to this, the influence of fear of Covid-19 on purchase intention via the attitudes toward food supplements differs according to consumers' health consciousness (low vs. high). The study provides essential cues for researchers, marketers, and advertisers of food supplements during the COVID-19 pandemic.

Neuroscientific techniques applied to audiovisual stimuli: cognitive-emotional analysis of Heineken advertisements during COVID-19

Using neuroscience techniques applied to the analysis of audiovisual content, four Heineken brand advertisements produced during the COVID-19 pandemic are studied. The main objective is to detect what cognitive and emotional responses the different stimuli elicit in thirty subjects and to assess whether the narrative construction of the advertisements works in conveying their advertising messages through images and sounds. For this purpose, after a preliminary textual analysis, tools are used to record facial micro-expressions and eye tracking, and the research is completed with a recall test. The results indicate the predominance of the emotions of joy and surprise, as well as the presence of other emotions (disgust, contempt, sadness) at specific moments. In turn, it was found that the types of images that most capture the viewer's attention are those that include eye-catching, exciting, descriptive actions of the pandemic (mask, social distance greeting, etc.) or which include written text on the screen. Likewise, it is observed that the Heineken product in its various forms (bottle, tap, logo, etc.) is only prominently perceived in the frame if there is a dramatic action to accompany or underline it. In contrast, the human figure (the eyes, above all) is the visual component on which the subjects' gaze is predominantly focused. Finally, the results of the recall test coincide with the rest of the analyses with respect to the intensity of the emotions produced by the stimuli.

Utilizing Social Media Advertisements and Participant Social Networks to Recruit African American Breast Cancer Survivors: Design and Rationale.

Purpose: Our objective is to pilot an advertisement-driven sampling procedure among African American (AA) breast cancer survivors living in Maryland. These pilot study methods will inform a future population-based study of AA breast cancer survivors at high risk of poor outcomes due to biological differences and social inequities. Methods: This cross-sectional study utilizes an innovative, social media-based advertisement campaign with an associated social media study page to recruit 100 AA breast cancer survivors. Participants are biologically female, aged 18 and older, identify as AA/Black, have a diagnosis of breast cancer, and reside in Maryland. A preset "Audience" was created via Meta (formerly Facebook) to automatically target potential interest in the online study via geolocation and public social media interests (estimated range = 101,000 women). Eligible participants complete an online survey including demographic and clinical characteristics, cancer screening, healthcare access, and utilization, COVID-19 impact, quality of doctor-patient communication, and preferences for future study participation. Results: Recruitment began on 5 January 2022 and remains ongoing. As of 7 June 2002: 124 completed the screener, 110/124 (88.7%) consented passively, 24/110 (21.8%) started but did not complete survey, 86/110 (78.1%) completed the survey. Conclusions: Results from this study will inform a statewide multilevel prospective population-based study to improve health behaviors, disease management, and self-efficacy of chronic disease management among AA breast cancer survivors.

Consumer Responsiveness to Covid-19 Related Cues in Advertising: An Abstract

The Covid-19 pandemic has impacted lives globally and caused physical, economic and social havoc across the world. The impact to businesses in some instances has been catastrophic, while other businesses are figuring out how to navigate interactions with customers and modifying business models as the crisis ebbs and flows. Part of the unique challenge associated with the pandemic is navigating messaging to consumers. Now that the pandemic has continued for over a year, advertisers have had to consider the new normal in all of their advertising messaging. This notion of message development and effectiveness during a natural disaster stands at the core of this study. This study examines the impact of different types of advertising cues on consumer attitude formation and contributes to the literature by understanding how relation of cues to the current pandemic can be used to create effective advertising. We manipulate relationship of the cues to Covid at three levels in the advertisements to examine differences in consumer responsiveness to the ads. Data was collected from 228 participants. The findings indicated that an ad with high levels of Covid related cues (focus on active social responsiveness) was favorably evaluated by consumers. However, the ad with the lowest level of Covid related cues (focus on product efficiency) was just as effective. This may be due to the high relevance of the product being utilitarian in preventing Covid. It is noteworthy that the ad with moderate level of Covid related cues had the least favorable evaluation of consumers. The findings also suggest that it is important for companies to pay attention to self-referencing as a moderator in their advertising during a natural disaster. © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.

Social Advertising Effectiveness in Driving Action: A Study of Positive, Negative and Coactive Appeals on Social Media.

BACKGROUND: Social media offers a cost-effective and wide-reaching advertising platform for marketers. Objectively testing the effectiveness of social media advertising remains difficult due to a lack of guiding frameworks and applicable behavioral measures. This study examines advertising appeals' effectiveness in driving engagement and actions on and beyond social media platforms. METHOD: In an experiment, positive, negative and coactive ads were shared on social media and promoted for a week. The three ads were controlled in an A/B testing experiment to ensure applicable comparison. Measures used included impressions, likes, shares and clicks following the multi-actor social media engagement framework. Data were extracted using Facebook ads manager and website data. Significance was tested through a series of chi-square tests. RESULTS: The promoted ads reached over 21,000 users. Significant effect was found for appeal type on engagement and behavioral actions. The findings support the use of negative advertising appeals over positive and coactive appeals. CONCLUSION: Practically, in the charity and environment context, advertisers aiming to drive engagement on social media as well as behavioral actions beyond social media should consider negative advertising appeals. Theoretically, this study demonstrates the value of using the multi-actor social media engagement framework to test advertising appeal effectiveness. Further, this study proposes an extension to evaluate behavioral outcomes.