The effectiveness of a social marketing campaign during a worldwide pandemic Measuring the effect of the adding of a personal or social norm to a social marketing campaign message on attitude towards coronavirus rules and exploring whether this effect is stronger for individuals that score high on consumer-campaign identification and campaign legitimacy Master thesis marketing Maartje Tax 14-06-
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2021-06-29
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en
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The COVID-19 pandemic has greatly affected and occupied the world. Dutch citizens are struggling to behave according to the set guidelines, due to the large number and complexity of these rules. Therefore, this research wants to contribute to further improve our understanding of how attitudes towards the coronavirus can be changed. This quantitative study focused on including a personal or social norm in the message of a social marketing campaign, to see the effect of these norms on an individual’s attitude towards coronavirus rules. Next, this study explored if this effect is stronger for individuals that score high on consumer-campaign identification and campaign legitimacy. A 2x2 between-subjects experiment was designed to get a better understanding of these subjects. The inclusion of a strong personal or social norm positively affects a person’s attitude towards the coronavirus rules. Identification with the campaign does only strengthen the relationship of a personal norm on attitude towards coronavirus but does not play a role in the relationship with a social norm. For both ways of communicating a campaign message, via a personal or social norm, legitimacy does not play a role in their relationship with attitude towards coronavirus rules. This research deviates from other studies by implementing principles of the Norm Activation Theory into the Theory of Planned behavior and contributes to the existing knowledge on social marketing and health behavior change theory. This study is relevant for campaign developers addressing the coronavirus rules, as it states concrete implications to improve campaign efficiency.
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Faculteit der Managementwetenschappen