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Sevtap Unal
Department of Business Administration, Izmir Katip Celebi University, Izmir, Turkey
Publications
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Research Article
Effectiveness of Social Marketing Communication Strategies Amid Covid-19 Pandemic
Author(s): Reza Sadighzadeh* and Sevtap Unal
The purpose of this paper is to examine the effectiveness of different social marketing communication strategies and evaluate their appropriateness to situational needs amid COVID-19 pandemic. In-Depth semi-structured interviews were conducted with participants using the Zoom video conferencing tool to investigate the effectiveness of three wearing mask campaign developed by i) health service, ii) celebrity musicians and iii) business company pertaining to the COVID-19 pandemic in Turkey. The findings suggest that during predicaments such as outbreaks, social marketing campaigns with a fear factor are effective to encourage communities to behave appropriately. Direct messages giving clear information about the crises and its risks are effective to change individuals’ behaviour. Besides, a congruence between the message and the source has a great impact on th.. View more»