Adherence to quarantine protocols to prevent the spread of COVID-19: The moderating effect of social media campaigns

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising Department

Document Type

Article

Source Title

Advances in Journalism and Communication

Volume

9

First Page

85

Last Page

101

Publication Date

2021

Abstract

This study focuses on Metro Manila in the Philippines in preventing the spread of the novel coronavirus or COVID-19 through analyzing the moderating effect of social media campaigns on adherence to COVID-19 protocols. Metro Manila is the pandemic’s epicenter with a strict implementation of quarantine protocols set by the Local Government Units (LGUs). This study also examines the factors that influenced Metro Manila residents to adhere to quarantine measures. Four hundred thirteen residents (413) joined the survey consisting of sixteen (16) cities and one (1) municipality in Metro Manila. Using the Theory of Planned Behavior, the direct relationships between attitude, controllability, social media and adherence to quarantine protocols were significant. This implies that social media has directly influenced adherence to quarantine protocols. However, social media did not moderate the relationship between subjective norm and self-efficacy in the adherence to quarantine protocols. The relationship between subjective norm and self-efficacy in adherence to quarantine protocols was not significant either. It was not others such as family and peers who encouraged the resident to adhere, but it was his or her decision to survive and stay alive. Finally, the study shows the crucial role of social media in helping minimize the spread of COVID-19.

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Disciplines

Public Health Education and Promotion | Social Media

Keywords

Communication in public health; Social media in medicine; COVID-19 (Disease) in mass media

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