COVID-19 Pandemic and Social Marketing: Enhancing Quality of Life in a Global Health Crisis

M. MERCEDES GALAN - LADERO; RIVERA, REYNALDO; BIANCHI ENRIQUE CARLOS; BURBANO VALLEJO, EDY LORENA; HELENA M. ALVES; VAZQUEZ BURGUETTE, JOSE LUIS; GARCIA-MIGUEZ, MARIA PURIFICACION; M. MERCEDES GALAN - LADERO; REYNALDO RIVERA; BIANCHI ENRIQUE CARLOS

Applied Social Marketing and Quality of Life. Applying Quality of Life Research

Springer Texts in Business and Economics?. Springer.

Lugar: Cham; Año: 2021; p. 73 - 115

In this case, an international group of scholars analyze the role of socialmarketing in the face of the COVID-19 pandemic: how it was applied, its effectiveness,and its effects on people’s quality of life. To this purpose, authors carried out anexploratory analysis in four countries which share cultural commonalities: Argentina,Colombia, Portugal, and Spain, exploring the institutional campaignsimplemented especially in the first months of the pandemic. They were then compared,to find similarities and differences between them.These campaigns were characterized by applying a health belief model mostlybased on simple, clear, short, repetitive, homogeneous, consistent messages, focusedon informing about COVID-19 symptoms and how to behave to prevent contagion(e.g. hygiene measures to follow). In addition, there was a call to citizens for a joint action to avoid community transmission of this disease. Another characteristic wasthe use of different tones, ranging from imperative to purely informational, and withemotional appeals in some cases. And finally, it is worth noting that these campaignswere cross-media, using all types of available media (legacy and interactive ones),and the collaboration of celebrities and influencers.