The power of perception: impact of risk perception and COVID-19 advertising on protective behaviors through ELM and SOR models

Purpose As a result of the COVID-19 pandemic, every aspect of our lives has been affected, including our lifestyle, consumption habits and how we respond to communication messages like advertising. The current study aims to conceptualize a model based on the elaboration likelihood model and stimulus–organism–response theories to better understand how consumers perceive the advertising value of pandemic-related ads and how their perception of risk influences their subsequent attitudes and behavior (i.e. preventive, avoidant and disease management) toward the pandemic (e.g. COVID-19). Design/methodology/approach For model testing, the data were collected from 301 younger consumers (i.e. Generation Z) in major cities in Pakistan by using an online questionnaire survey. Findings The findings suggest that advertising value and risk perceptions on responsive attitudes toward the COVID-19 pandemic influence participants’ health protective behavior. Furthermore, the pandemic-related advertisements posted on social media and other print media campaigns effectively increase users’ awareness and information about the virus. The implications, along with constraints and future study directions, are presented to consider the overall perspective. Originality/value By examining how social media advertising impacts customers’ overall responsive attitude and preventive behavior (i.e. actions taken to decrease potential illness, harm, injury or negative influence), this paper provides a holistic understanding of how effective advertising influences customers’ pandemic-related preventive behaviors. It draws implications for social marketing communication used during disease pandemics and contributes to health marketing literature and practice.