Ringing the alarm: the persuasive power of COVID-19 awareness through caller ringback tones

Muhammad Ali Khan; Muhammad Waqas

Ringing the alarm: the persuasive power of COVID-19 awareness through caller ringback tones

Muhammad Ali Khan^*, Muhammad Waqas

^*Corresponding author for this work

School of Strategy, Marketing and Innovation

Nottingham Trent University

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

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.

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

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 3 Good Health and Well-being

Access to Document

https://academyofmarketing.org/am2024-conference/

Cite this

Khan, M. A., & Waqas, M. (2024). Ringing the alarm: the persuasive power of COVID-19 awareness through caller ringback tones. In Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium: Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit (pp. 170-171). Article 220 Academy of Marketing. https://academyofmarketing.org/am2024-conference/

Khan, Muhammad Ali ; Waqas, Muhammad. / Ringing the alarm: the persuasive power of COVID-19 awareness through caller ringback tones. Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium: Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit . Cardiff, United Kingdom : Academy of Marketing, 2024. pp. 170-171

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title = "Ringing the alarm: the persuasive power of COVID-19 awareness through caller ringback tones",

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.",

author = "Khan, \{Muhammad Ali\} and Muhammad Waqas",

note = "No ISSN; AM 2024 ; Conference date: 01-07-2024 Through 04-07-2024",

year = "2024",

month = jul,

day = "1",

language = "English",

isbn = "9781399990608",

pages = "170--171",

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}

Khan, MA & Waqas, M 2024, Ringing the alarm: the persuasive power of COVID-19 awareness through caller ringback tones. in Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium: Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit ., 220, Academy of Marketing, Cardiff, United Kingdom, pp. 170-171, AM 2024, Cardiff, United Kingdom, 1/07/24. <https://academyofmarketing.org/am2024-conference/>

Ringing the alarm: the persuasive power of COVID-19 awareness through caller ringback tones. / Khan, Muhammad Ali; Waqas, Muhammad.
Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium: Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit . Cardiff, United Kingdom: Academy of Marketing, 2024. p. 170-171 220.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

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N2 - 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.

AB - 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.

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Y2 - 1 July 2024 through 4 July 2024

ER -

Ringing the alarm: the persuasive power of COVID-19 awareness through caller ringback tones

Abstract

Conference

UN SDGs

Access to Document

Fingerprint

Cite this