Abstract
This study evaluates the impact of COVID-19 public service announcements (PSAs) delivered via
caller ringback tones (CRT) in Pakistan on consumer engagement and behavioral intentions. Using structural equation modelling, it finds that information, irritation, socialisation, and stimulation significantly affect consumer engagement, which in turn influences their behavioural intentions. This research highlights the effectiveness of CRT-based PSAs in promoting public health measures and offers insights for marketers using this novel communication medium.
caller ringback tones (CRT) in Pakistan on consumer engagement and behavioral intentions. Using structural equation modelling, it finds that information, irritation, socialisation, and stimulation significantly affect consumer engagement, which in turn influences their behavioural intentions. This research highlights the effectiveness of CRT-based PSAs in promoting public health measures and offers insights for marketers using this novel communication medium.
| Original language | English |
|---|---|
| Title of host publication | Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium |
| Subtitle of host publication | Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit |
| Place of Publication | Cardiff, United Kingdom |
| Publisher | Academy of Marketing |
| Pages | 170-171 |
| Number of pages | 2 |
| ISBN (Electronic) | 9781399990608 |
| ISBN (Print) | 9781399990608 |
| Publication status | Published - 1 Jul 2024 |
| Event | AM 2024 - Cardiff, United Kingdom Duration: 1 Jul 2024 → 4 Jul 2024 |
Conference
| Conference | AM 2024 |
|---|---|
| Country/Territory | United Kingdom |
| City | Cardiff |
| Period | 1/07/24 → 4/07/24 |