Abstract
The novel coronavirus, COVID-19 has affected the advertising industry in India. This study tries to gauge the purchase intention towards hygiene products during the ongoing pandemic with reference to smartphone advertising. The purpose of the study is to explore the features of smartphone advertisements like advertising value perception, context awareness value and brand attitude, pertaining to COVID-19 hygiene-related advertisement narratives. To serve the purpose, two-wave shortitudinal study was conducted at time T1, that is, lockdown period and T2, that is, unlock period in India with the help of non-probability snowball sampling. The total numbers of respondents at T1 were 311, while for T2 the total 160 respondents were contacted through online mode. At T1, the relationship between perceived advertising value and purchase intention was not established, which depicts the pandemic effect. At T2, the relationship between context awareness value, brand attitude and purchase intention was established. Further, at T1, the brand attitude did not show a mediating effect on purchase intention, but at T2, it was found to have a mediation effect on purchase intention. The study has important implications as ongoing pandemic has altered the way of living. This also has significantly impacted the advertising industry especially the hygiene products.
Highlights
Classified as a black swan event, the novel coronavirus, that is, COVID-19 outbreak that originated from Wuhan, China in the late 2019, has affected healthcare systems globally with a multiplied impact on each facet of an individual’s life (Coccia, 2020; Nicola et al, 2020)
This study examines the impact of brand attitude on purchase intention in the context of COVID-19 pandemic
Significance was established by values 0.861 (T1) and 0.842 (T2) for Kaiser Meyer-Olkin (KMO) and p = .000 by Bartlett’s test Adequacy was indicated by a KMO value between 0.8 and 1
Summary
Classified as a black swan event, the novel coronavirus, that is, COVID-19 outbreak that originated from Wuhan, China in the late 2019, has affected healthcare systems globally with a multiplied impact on each facet of an individual’s life (Coccia, 2020; Nicola et al, 2020). The spread of the novel coronavirus has highly affected the global advertising industry. Past few months have seen a steep downturn in the advertising expenditures globally (Taylor, 2020). These times have poised great challenge globally as well as for the Indian advertising industry. Consumers are increasingly adapting to media and shopping habits to manage their lives through the pandemic. These changes in the consumption pattern are supposedly becoming embedded as a part of their daily lives, and it is unlikely that these habits and patterns will return to normal in the near future
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
