Protagonist of public service advertising in changing attitude in a specific territory: empirical study in COVID-19 era

ABSTRACT

The purpose of this study is to determine the critical function of public service advertising in raising health awareness among Kanpur residents and how it is influencing people's attitudes in the COVID-19 scenario. A total of 200 Kanpur residents were considered for this study, and data was collected using seven-point Likert scale questionnaires. This study's data is gathered through a convenient sampling procedure. We have one dependent variable (e.g., public service advertising) and four independent variables (e.g., healthcare ad, informativeness, attitude change, source credibility) in this study, thus it is a multivariate analysis. To arrive at a conclusion, the claimed relationship between the variables was tested using multiple regression analysis. Findings of the current study reveal that public service advertising is one of the most effective forms of advertising for raising public awareness and influencing people's attitudes and health behaviours so that the COVID-19 pandemic catastrophe may be properly managed. As a result, many people's lives have been saved. Thus, based on the findings of the study, the researchers suggested that public service advertising be used to spread COVID-19 awareness in order to increase health awareness.