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EMAC 2022 Annual

Health campaign strategies against COVID-19 and young Spaniards attitudes: An empirical study on the role of self-efficacy

Published: May 24, 2022


Natividad Crespo-Tejero, ESIC University- ESIC Business Marketing School; Ruth Fernández-Hernández, ESIC University-ESIC Marketing & Business School; Susana Fernández-Lores, ESIC University-ESIC Business & Marketing School; Fernando E. García-Muiña, Rey Juan Carlos University, Madrid, Spain


The dramatic economic and social effects of COVID-19 pandemic demand effective call for effective public institution campaigns to increase compliance with health measures. Indeed, such campaigns must impact some specific targets, like young people, as they are notably reluctant. Previous literature shows inconclusive results with respect to the effectiveness of positive or negative approach to consequences of failing to engage in healthy behaviour. Accordingly, in this paper we offer new empirical evidence on the improvement of attitudes to compliance with health measures as well as the role of self-efficacy of young people in the effectiveness of campaigns. To do so, an experimental study was undertaken on a sample of 245 people using three health campaigns with different frames and emotions in the message. Different degrees of efficacy according to the framing and emotions used were observed. Moreover, self-efficacy of young people played a significant role on the effectiveness of health campaigns.