Can risk communication in mass media improve compliance behavior in the COVID-19 pandemic? Evidence from Vietnam

Abstract

PurposeDuring the COVID-19 pandemic, mass media play a vital role in containing the outbreak of the virus by quickly and effectively delivering risk communication messages to the public. This research examines the effects of risk communication exposure on public understanding and risk perception of COVID-19 and public compliance with health preventive measures.Design/methodology/approachData from Vietnam during COVID-19 social distancing and path analysis model are used for empirical analysis.FindingsThis analysis finds that exposure to risk communication in mass media encourages public compliance directly and indirectly through the mediating roles of public understanding and risk perception. Further investigations also find that exposure to risk communication in both online media and traditional media facilitates public compliance. In addition, exposure to risk communication in online media only raises public risk perception, whereas exposure to risk communication in traditional media only raises public understanding.Research limitations/implicationsThis research implies that traditional and online media should be combined to increase the efficiency and effectiveness of government risk communication work.Originality/valueThis research is among the first attempts that examine the role of mass media (both traditional and online) in enhancing public compliance with preventive measures directly and indirectly through the mediating roles of public risk perception and understanding.