Precautionary behavior toward dengue virus through public service advertisement: Mediation of the individual’s attention,iInformation surveillance, and elaboration
The study examines the role of a health-related promotional campaign launched in Pakistan in the context of advertising campaign to improve precautionary behavior toward dengue virus (PBDV). The focus of this study is to investigate the mediation of individual’s attention, information surveillance,...
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my.uum.repo.272982020-07-29T07:39:17Z http://repo.uum.edu.my/27298/ Precautionary behavior toward dengue virus through public service advertisement: Mediation of the individual’s attention,iInformation surveillance, and elaboration Raza, Syed Hassan Iftikhar, Moneeba Mohamad, Bahtiar Pembecioğlu, Nilüfer Altaf, Mohsin HD28 Management. Industrial Management The study examines the role of a health-related promotional campaign launched in Pakistan in the context of advertising campaign to improve precautionary behavior toward dengue virus (PBDV). The focus of this study is to investigate the mediation of individual’s attention, information surveillance, elaboration, and also the moderation of demographic features (e.g., gender, educational level, and dengue affected survival) in the relationship between the exposure of dengue-related public service announcements (DPSA) and PBDV. Telephonic interview technique was used to establish a representative sample (N = 1,251) from Punjab (dengue-affected province of Pakistan) using a computer-assisted telephone survey software. The outcomes clarify the application of cognitive mediation model in the context of health communication. The findings revealed that individual’s attention and information surveillance have considerable mediating effects on PBDV and DPSA relationship. Surprisingly, however, there is no indirect effect of elaboration on PBDV. The findings provide practical recommendations to public organizations while designing health communication strategies. Sage Journal 2020 Article PeerReviewed application/pdf en http://repo.uum.edu.my/27298/1/SG%2010%202%202020%201%2015.pdf Raza, Syed Hassan and Iftikhar, Moneeba and Mohamad, Bahtiar and Pembecioğlu, Nilüfer and Altaf, Mohsin (2020) Precautionary behavior toward dengue virus through public service advertisement: Mediation of the individual’s attention,iInformation surveillance, and elaboration. SAGE Open, 10 (2). pp. 1-15. ISSN 2158-2440 http://doi.org/10.1177/2158244020929301 doi:10.1177/2158244020929301 |
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HD28 Management. Industrial Management Raza, Syed Hassan Iftikhar, Moneeba Mohamad, Bahtiar Pembecioğlu, Nilüfer Altaf, Mohsin Precautionary behavior toward dengue virus through public service advertisement: Mediation of the individual’s attention,iInformation surveillance, and elaboration |
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The study examines the role of a health-related promotional campaign launched in Pakistan in the context of advertising campaign to improve precautionary behavior toward dengue virus (PBDV). The focus of this study is to investigate the mediation of individual’s attention, information surveillance, elaboration, and also the moderation of demographic features (e.g., gender, educational level, and dengue affected survival) in the relationship between the exposure of dengue-related public service announcements (DPSA) and PBDV. Telephonic interview technique was used to establish a representative sample (N = 1,251) from Punjab (dengue-affected province of Pakistan) using a computer-assisted telephone survey software. The outcomes clarify the application of cognitive mediation model in the context of health communication. The findings revealed that individual’s attention and information surveillance have considerable mediating effects on PBDV and DPSA relationship. Surprisingly, however, there is no indirect effect of elaboration on PBDV. The findings provide practical recommendations to public organizations while designing health communication strategies. |
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Article |
author |
Raza, Syed Hassan Iftikhar, Moneeba Mohamad, Bahtiar Pembecioğlu, Nilüfer Altaf, Mohsin |
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Raza, Syed Hassan Iftikhar, Moneeba Mohamad, Bahtiar Pembecioğlu, Nilüfer Altaf, Mohsin |
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Raza, Syed Hassan |
title |
Precautionary behavior toward dengue virus through public service advertisement: Mediation of the individual’s attention,iInformation surveillance, and elaboration |
title_short |
Precautionary behavior toward dengue virus through public service advertisement: Mediation of the individual’s attention,iInformation surveillance, and elaboration |
title_full |
Precautionary behavior toward dengue virus through public service advertisement: Mediation of the individual’s attention,iInformation surveillance, and elaboration |
title_fullStr |
Precautionary behavior toward dengue virus through public service advertisement: Mediation of the individual’s attention,iInformation surveillance, and elaboration |
title_full_unstemmed |
Precautionary behavior toward dengue virus through public service advertisement: Mediation of the individual’s attention,iInformation surveillance, and elaboration |
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precautionary behavior toward dengue virus through public service advertisement: mediation of the individual’s attention,iinformation surveillance, and elaboration |
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Sage Journal |
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2020 |
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http://repo.uum.edu.my/27298/1/SG%2010%202%202020%201%2015.pdf http://repo.uum.edu.my/27298/ http://doi.org/10.1177/2158244020929301 |
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