A conceptual study on the impact of COVID-19 awareness campaigns by social media influencers on brand awareness
- Title
- A conceptual study on the impact of COVID-19 awareness campaigns by social media influencers on brand awareness
- Creator
- Kanaveedu A.; Kalapurackal J.J.
- Description
- Covid 19 has severally affected various people across the world. Undoubtedly, a campaign on forming awareness of the pandemic among people is very important in order to curb the transmission from individual to individual. In this regard, social media influencers have played a significant role in many awareness campaigns organized by companies and the World Health Organization (WHO) because of their popularity and influence among the audience. Social media influencer campaigns on awareness of the pandemic conducted during this period have generated audience engagement. Moreover, it is vital to study the crucial factors that determine the creation of brand awareness among consumers related to influencer marketing campaigns on covid 19 awareness. This study has proposed a conceptual framework by integrating the variables from various theories. This research has incorporated variables such as awareness of covid 19, consumer engagement, physical health, mental health, and brand awareness. This study provides both theoretical and managerial implications. 2024, IGI Global.
- Source
- Leadership Action and Intervention in Health, Business, Education, and Technology, pp. 142-154.
- Date
- 2024-01-01
- Publisher
- IGI Global
- Coverage
- Kanaveedu A., School of Business and Management, Christ University, Bengaluru, India; Kalapurackal J.J., School of Business and Management, Christ University, Bengaluru, India
- Rights
- Restricted Access
- Relation
- ISBN: 979-836934289-3; 979-836934288-6
- Format
- Online
- Language
- English
- Type
- Book chapter
Collection
Citation
Kanaveedu A.; Kalapurackal J.J., “A conceptual study on the impact of COVID-19 awareness campaigns by social media influencers on brand awareness,” CHRIST (Deemed To Be University) Institutional Repository, accessed February 23, 2025, https://archives.christuniversity.in/items/show/17645.