Raza, Syed Hassan and Iftikhar, Moneeba and Mohamad, Bahtiar and Pembecioğlu, Nilüfer and Altaf, Mohsin (2020) Precautionary behavior toward dengue virus through public service advertisement: Mediation of the individual’s attention,iInformation surveillance, and elaboration. SAGE Open, 10 (2). pp. 1-15. ISSN 2158-2440

PDF Restricted to Registered users only Download (243kB) | Request a copy

Abstract

The study examines the role of a health-related promotional campaign launched in Pakistan in the context of advertising campaign to improve precautionary behavior toward dengue virus (PBDV). The focus of this study is to investigate the mediation of individual’s attention, information surveillance, elaboration, and also the moderation of demographic features (e.g., gender, educational level, and dengue affected survival) in the relationship between the exposure of dengue-related public service announcements (DPSA) and PBDV. Telephonic interview technique was used to establish a representative sample (N = 1,251) from Punjab (dengue-affected province of Pakistan) using a computer-assisted telephone survey software. The outcomes clarify the application of cognitive mediation model in the context of health communication. The findings revealed that individual’s attention and information surveillance have considerable mediating effects on PBDV and DPSA relationship. Surprisingly, however, there is no indirect effect of elaboration on PBDV. The findings provide practical recommendations to public organizations while designing health communication strategies.

Item Type:	Article
Uncontrolled Keywords:	advertising, health communication, health campaigns, prevention, behavior change
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	School of Economics, Finance & Banking
Depositing User:	Mrs. Norazmilah Yaakub
Date Deposited:	29 Jul 2020 07:39
Last Modified:	29 Jul 2020 07:39
URI:	https://repo.uum.edu.my/id/eprint/27298

Actions (login required)

View Item