The Relation among Marketing ads, via Digital Media and mitigate (COVID-19) pandemic in Jordan

Abstract

At the end of the year 2019, Coronavirus expanded from Wuhan, China to the other parts of the world. Mainly declared as one of the deadliest respiratory diseases, it rapidly transmits from one person to another. This disease is a major healthcare challenge, adversely affecting every field of life. Until now, any effective vaccination has not been developed that is further complicating the situation. Besides many people are still not aware of its severity and lack any relevant information which is burdening the global healthcare system. In this regard, this study aims to identify the role of online advertisements to spread Coivd-19 awareness and their capability to bring the attitudinal change. The researchers used an online survey for data gathering purposes and selected n= 480 local students from Jordan. Further to assess the measurement and conceptual model, the researchers used structural equation modelling (SEM). Findings indicated that “Information Sharing”, “Healthcare Advertising” and “Healthcare Awareness” are the strongest predictors in Digital Media Advertising regarding Covid-19 awareness. Therefore, the results affirmed the findings of the previous studies witnessing therole and effectiveness of digital media concerning healthcare awareness, especially during the healthcare crisis. Thus, by keeping in view the study findings, the researchers recommended more studies addressing the use of Social Media marketing to spread Covid-19 awareness to mitigate the current healthcare crisis worldwide.