Date of Event

10-19-2021

Location/Venue

via Zoom

Description

De La Salle University Ramon V. del Rosario College of Business Department of Marketing and Advertising invited the academic community to the Professorial Chair Lecture of Dr. Luz Suplico Jeong, holder of the Mondragon International Philippines Inc. Professorial Chair in Marketing Management Generations X, Y and Z: Do We Standardize or Adapt COVID 19 Health Communication Across Generations?

Comments

ABSTRACT Imagine a Filipino home where you have the parents from Generation X and the children from Generations Y and Z. Will they respond to COVID-19 health communication in the same way? This study examined the perceptions of Filipinos from Generations X, Y, and Z towards messages promoting adherence to COVID-19 quarantine protocols. Using the Theory of Planned Behavior as the framework, the results imply that there were no statistically significant differences in how Generations X, Y, and Z responded to the quarantine protocol messages. This suggests that marketers can use a standardized campaign to encourage Generations X, Y, and Z to adhere to the quarantine protocols.

Sponsors

Ramon V. del Rosario College of Business Department of Marketing and Advertising

Event Type

Lectures and lecturing

Information Source

Help Desk Announcement : October 8, 2021

Keywords

Generations; Luz Suplico Jeong

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