Research Article

The Impact of YouTube Pandemic Advertising on People’s Attitudes Towards COVID-19

Zarqa Shaheen Ali 1 2 * , Xuening Yang 1
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1 ICL Graduate Business School Auckland, NEW ZEALAND2 University of Auckland, NEW ZEALAND* Corresponding Author
Online Journal of Communication and Media Technologies, 12(3), July 2022, e202214, https://doi.org/10.30935/ojcmt/11922
Published: 25 March 2022
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ABSTRACT

The main objective of this study is to examine the impact of YouTube pandemic advertising on people’s attitudes towards COVID-19. YouTube, as one of the most well-known social platforms, has performed well in this pandemic situation in terms of transmitting vital information through advertising. A quantitative approach was employed and the data were collected from 205 respondents through an online survey. People’s opinions of pandemic advertisements and the dissemination of information through YouTube are both critical factors in determining the impact of YouTube pandemic advertisements on people’s attitudes towards COVID-19. The findings also reveal that there is an impact of COVID-19 advertising on its viewers. Majority of respondents followed instructions with varied degree such as keeping social distance found in the advertised information and became more willing to pay attention to health issues in future.
Keywords: COVID-19, pandemic advertisement, YouTube

CITATION (APA)

Ali, Z. S., & Yang, X. (2022). The Impact of YouTube Pandemic Advertising on People’s Attitudes Towards COVID-19. Online Journal of Communication and Media Technologies, 12(3), e202214. https://doi.org/10.30935/ojcmt/11922

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