Affiliation:
1. University of Kairouan, Higher Institute of Computer Science and Management Kairouan Tunisia
2. University of Sousse, Higher Institute of Management Sousse Tunisia
Abstract
AbstractThis research aims to test the impact of persuasive ads encouraging social distancing in the face of the coronavirus. A survey of 208 individuals found that the effectiveness of this communication depends mainly on the attitude toward the advertisement and the perceived effectiveness of the recommendation. However, while the negative impact of consumers' dispositional skepticism on their attitude toward the advertisement has been confirmed, the impact of trust in the advertiser, as well as the moderating effects of situational skepticism and altruism have not been established.
Subject
Management of Technology and Innovation,Marketing,Public Administration,Business and International Management