The Relation Among Marketing Ads, Via Digital Media and Mitigate (COVID-19) Pandemic in Jordan

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The Relation among Marketing ads, via Digital Media and mitigate (COVID-19)
pandemic in Jordan
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International Journal of Advanced Science and Technology
Vol. 29, No. 7, (2020), pp. 12326 - 12348
The Relation among Marketing ads, via Digital Media and mitigate (COVID-
19) pandemic in Jordan
Mohammed Habes1,Mahmoud Alghizzawi2, Sana Ali3, Ahmad SalihAlnaser4 , Said A. Salloum 5
1,2
University Sultan ZainalAbidin, Kuala, Terengganu, Malaysia
2
Allama Iqbal Open University Islamabad, Pakistan
3
Amman Arab university-Jordan
5
University of Sharjah, Sharjah, UAE. The British University in Dubai, Dubai, UAE
Abstract
At the end of the year 2019, Coronavirus expanded from Wuhan, China to the other parts of the world.
Mainly declared as one of the deadliest respiratory diseases, it rapidly transmits from one person to
another. This disease is a major healthcare challenge, adversely affecting every field of life. Until now,
any effective vaccination has not been developed that is further complicating the situation. Besides
many people are still not aware of its severity and lack any relevant information which is burdening the
global healthcare system. In this regard, this study aims to identify the role of online advertisements to
spread Coivd-19 awareness and their capability to bring the attitudinal change. The researchers used
an online survey for data gathering purposes and selected n= 480 local students from Jordan. Further
to assess the measurement and conceptual model, the researchers used structural equation modelling
(SEM). Findings indicated that “Information Sharing”, “Healthcare Advertising” and “Healthcare
Awareness” are the strongest predictors in Digital Media Advertising regarding Covid-19 awareness.
Therefore, the results affirmed the findings of the previous studies witnessing therole and effectiveness
of digital media concerning healthcare awareness, especially during the healthcare crisis. Thus, by
keeping in view the study findings, the researchers recommended more studies addressing the use of
Social Media marketing to spread Covid-19 awareness to mitigate the current healthcare crisis
worldwide.
Keywords: Marketing ads, Jordanian citizen's, coronavirus, COVID-19, Jordan, Digital Media.
Introduction:
Historically, several diseases spread globally with viral origins, attacked the human body and their
impacts varied, depending on the person's immunity. In this regard, Coronavirus is the most famous
pandemic disease as it spreads with great speed with a distinct composition.However, in the past two
decades, different forms of Coronaviruses emerged and caused serious harm to both humans and animals.
For instance, Severe Acute Respiratory Syndrome (SARS- CoV), Porcine Epidemic Diarrhoea Virus
(PEDV) and the Middle East Respiratory Syndrome Coronavirus (MERS-CoV) are the few prominent
examples of CoronaVirus in the past (Lau & Chan, 2015). In humans, Coronavirus affects the respiratory
and central nervous system while in humans, it is related to “respiratory tract” illness. Out of all the
above-mentioned types, Severe Acute Respiratory Syndrome (SARS- CoV) is the most fatal diseases
harming the lungs and causes death (van der Hoek, 2007). After the respiratory system, it also damages
the other body organs, especially intestinal and kidney infections (Cavanagh, 2007).In 2003, Severe
Acute Respiratory Syndrome (SARS- CoV) endemic alarmed the scientists and medical practitioners as it
developed the ability to transmit from animals to humans. SARCoV initially infected 1,775 people and
299 died from it. Later, the animal sources of Coronavirus were traced in Civets, local markets in China.
Horseshoe bats were found as the intermediate source of virus transmission among humans (Lau & Chan,
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2015). Fortunately, Severe Acute Respiratory Syndrome (SARS- CoV) got controlled due to an effective
global response and use of traditional methods of overcoming the illness including isolation, quarantine
and contact tracing (Cavanagh, 2007).Recently, the Coronavirus redeveloped in 2019 Wuhan, China and
spread briskly due to an increased population and direct human contact. Coronavirus initially started
spreading from Seafood market and infected several people all over the China. Once again, the medical
professionals adopted the traditional methods of overcoming the endemic. Within three months of its
spread,thousands of cases were reported from 58 different countries and it became a horrifying pandemic
for the whole world (Li et al., 2020). An immediate investigation on the causes of Coronavirus revealed
that it has now become more dangerous than the Severe Acute Respiratory Syndrome (SARS- CoV)
(Wang, Horby, Hayden, & Gao, 2020). To further limit the spread of Coronavirus, (World Health
Organization, 2020) is working with partner medical health professionals and countries to examine the
required medical aid and provide training to the medical professionals. Further to raise awareness, the
World Health Organization is also collaborating with local media platforms. According to (World Health
Organization, 2020), to counteract against an increased ratio of Coronavirus, it is important to raise
awareness. For this purpose, the global community has introduced several instructions, especially
concerning mobility and travelling. Besides, many healthcare advertising campaigns are also initiated to
educate people about the transmission and effects of this pandemic (Wang et al., 2020). As Coronavirus is
briskly increasing, we are learning new things about it everyday. For this reason, empowering the public
information about the origin, causes and precautionary measures is the need of the day. Media sources can
help to raise public awareness as Coronavirus is a fatal respiratory disease (Nooh et al., 2020). As(Wogu,
2018) also highlighted the importance of media-based healthcare campaigns and considered the
campaigns asa source of effective information. According to him, most people, especially in rural areas,
stay unaware regarding any existing health issue. The role of media-based advertising campaigns aswell
capable of informing them about the importance of adopting the relevant healthcare measures.As
Coronavirus spreads from person to person, health professionals suggest social distancing as a major
precautionary measure. However, despite acknowledging the role of social distancing, still many people
are unaware ofthis major measure. In this regard, besides traditional media, Social Media can help to
deliver relevant information to a vast number of people all over the world (Lin, 2019). New policies
concerning social distancing are aimed to expel this society from the human population, yet irrational
behavior is seen due to lack of awareness (Sadati, BLankarani, & Lankarani, 2020). However, still people
can be sensitized by using different sources of communication especially Social Media advertising. This
is because of an advanced communication and information transferring capabilities, with new media
technologies, it is now convenient to employ these web-based sources to prevent physical communication
and spread the awareness (Habes, Salloum, Alghizzawi, & Alshibly, 2018). Effectiveness of Social Media
marketing is also affirmed by (Voramontri & Klieb, 2019) as they consider Social Media marketing as an
influential mechanism on audience behavior. According to the researchers,digital marketing tends to
influence the perceptions and decision making of the individuals. Information is easily accessible for
everyone and thus it helps them to make suitable decisions afterwards. For targeting the audience
behavior, Social Media marketers carefully develop advertising strategies. Followed by a series of stages,
digital advertising thus, succeeds to entice the audience (Monroe, 2016). As per noted by (Yang, 2020),
modern marketing and advertising have a major impact on individuals’ behaviour which proves is
beneficial in various aspects. Here we can assume that the interactive feature of Social Media marketing
enable users to receive effective information with each other aboutoccurrences around the world(Habes,
2019) including pandemic like Coronavirus as well. By utilizing Social Media marketing as a of
communication and interaction, we can attract the audience (Alghizzawi, Habes, & Salloum, 2019;
Phelps, Lewis, Mobilio, Perry, & Raman, 2004), to provide them important information regarding the
dissemination and termination of Coronavirus.
2. Literature Review
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Coronavirus is a harmful disease that can cause death. It victimisedseveral peopleafter its appearance
during December 2019 in Wuhan, China. This disease targets the respiratory system in the human body
and transmits to the other vital body organs causing severe damage to them. Several studies witnessed
that it is highly fatal especially for the aged people and also those who have a weaker immune system (Xu
et al., 2020). The spread of Coronavirus from China to other countries was very brisk and many studies
on this disease found that there is a basic symbol (R0) for it for reproduction, which is understood by the
science of epidemiology and infectious diseases. This disease developed major concerns for the health
experts creating certain challenges for the doctors and researchers as their estimates are consistent with
the statements issues but World Health Organization as WHO identified that two out of ever 3 people are
the victims of the Coronavirus. It is, therefore, obvious that unlike other diseases, Coronavirus spreads
from direct human contact (Liu, Gayle, Wilder-Smith, & Rocklöv, 2020). As researchers in media and
marketing, we are obligated to play our part to spread awareness regarding this major health concern by
using different strategies. More particularly, by using media advertisements as a public service message
can help to fight against increasing Coronavirus. We can employ these marketing messages to educate the
public about how to protect themselves and measures to reduce its spread as many individuals are still
ignoring the seriousness of this disease (Debatin, Lovejoy, Horn, & Hughes, 2009; Huh, 2020; Schiffman
& Wisenblit, 2015).
3. Novel coronavirus
a novel coronavirus It was previously called SARS But after its development it became COVID-19, Its
spread was initially from China and then quickly became all over the world (Peng, Yang, Zhang, Zhuge,
& Hong, 2020).According to the World Health Organization report in 11/3/2020, this curve shows the
spread of this disease globally
Figure 1. The curve of the spread of this disease globally(Organization, 2020a).
This disease includes seasonal influenza represented by the coronavirus, in addition to bacterial
pulmonary diseases, which is derived from the SARS virus from the bat, and some studies have shown
that this virus is derived from animals to humans by relying on bats and animals present in the marine
food market in Wuhan from which the disease is possible, Through animal waste (Lai, Shih, Ko, Tang, &
Hsueh, 2020).The process of ascertaining the pathological injury takes place through verification at the
beginning, Does the person communicate with anyone who was outside the country or is pregnant with
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the disease and then perform a lung imaging and a clinical examination. the most important examination
that delivers the final result if the person was infected or not through RT-PCR If the result is positive, it is
considered a carrier of the virus, but if it is negative, the individual is not infected, The CT chip that
examines the chest can be aided by an immediate diagnosis so that the patient’s condition is directly
identified instead of the previous examination that needs a period to show the results(Zu et al., 2020).
According to (Peeri et al., 2020)the prevalence of this disease was much greater than SARS.
Figure 2. The spread set shows COVID-19 compared to other viruses(Peeri et al., 2020)
By relying on the World Health Organization and recent studies on this disease, its confirms that the
process of transmission of this virus between individuals is in multiple ways through direct
communication with the carrier of the disease or the use of anything that he has contacted, In order to
prevent this disease, it is advised to follow up on some things that consist of washing hands continuously
and use the alcoholic detergents, and it is better to wear paws in addition to avoiding contact with the face
and using the protective mask and maintaining a safe distance between people so that it is not less than a
meter, It is necessary for doctors and nurses to follow more precautionary methods, as they deal directly
and permanently with this virus and some controls that must be imposed to increase the chance of not
spreading through the imposition of administrative controls that supply necessary materials to prevent
Spread, in addition to environmental controls that are represented in providing adequate spaces, To ensure
that individuals do not mix with each other (Organization, 2020b)
4.Research model
This paper proposes a framework for identifying the Relation among advertising via Digital Media and
mitigate (COVID-19 ) pandemic in Jordan where the factors that may the mitigate (COVID-19 )
pandemic: can be grouped through social media advertising, namely information sharing (IS), Healthcare
Advertising (AH) and Healthcare Awareness (HA)for-mitigate (COVID-19) pandemic.
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Figure 3 illustrates the proposed research model.
1.4Share information about a COVID-19
One of the most important steps in combating this disease is sharing information about everything that is
emerging between countries, people and medical staff so that we benefit from previous experiences.The
exchange of information helps in limiting the spread of this disease, in addition to the fact that some
developing countries do not have many possibilities to access information, The exchange of information
should be rapid and must be based on modern means of communication (Wong, Leo, & Tan, 2020).
Based on Mahmoud’s study, the most popular social networking sites were analyzed, Twitter, YouTube
and Instagram. The analysis included information transmitted about this disease in different societies and
it was found that there is an increase in information circulation all that was spread COVID-19 more in
addition to the wrong content of information that is largely exchange through social networking sites
(Cinelli et al., 2020). It is clear globally that the spread of information about this disease is faster than it is
spread and individuals are afraid of it before it comes due to the frequent transmission of wrong
information about it, When you rely on social media platforms correctly, you will achieve positive results
by disseminating the correct information that individuals feel safe, not information that raises fear, in
addition to the fact that modern technology for social media platforms provides an appropriate
environment for communication with individuals who are quarantined in addition to employing social
media platforms. And recent marketing ads to spread warnings about dealing with this virus (Depoux et
al., 2020). Reliance on modern technology is important at this stage so that infection is not transmitted to
this disease by employing modern communication systems and smart medical systems. this disease is now
widespread in all parts of the world (Peeri et al., 2020)the following assumptions were proposed:
H1: Information sharing (IS) has a positive effect on Digital Media Advertising (DMA).
2.4Digital Media Advertising:
Today new trends in marketing and advertising have revolutionized the whole world. Social Media
enabled marketers to access the potential audience and persuade them effectively.(Habes, Alghizzawi,
Khalaf, Salloum, & Ghani, 2018)The potential to communicate with the person to person around the
world also empowered the audience to select the content of their choice. (Al-Shibly et al.,2019)They seek
information, act upon it and stay updated (Nadaraja & Yazdanifard, 2013). Moreover, the traditional
means of marketing and advertising were expensive with finite accessibility.(Alghizzawi et al., 2018)
They were focused on old strategies and accessing the vast number of audience was difficult.(Alnawafleh
et al., 2019)Due to Social Media, marketing approach changed, introduced several new techniques which
are effective and highly persuasive for the audience (Hajli, 2015). A study conducted by (Monroe, 2016)
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examined how the consumers access healthcare advertising and to what extent they follow the guidelines
regarding healthy lifestyle. The researcher utilized Flu care based banner advertisement and preferred the
Qualtrics survey by using Amazon Mechanical Turk (MTurk). Findings revealed that Social Media
advertising was significantly correlated with positive healthcare behaviour. The respondents revealed that
these advertisements were potentially influential as the message was direct, simple and persuasive for
them. Furthermore, (Reddy & Kumar, 2018) investigated the effectiveness of Social Media advertising on
the behaviour of potential customers in India. The researchers used n= 504 well-structured questionnaires
and used a convenience sampling method. Findings revealed that using certain digital marketing strategies
helped to attract several consumers from all over the country. These strategies may involve: the selection
of better distribution channels, training the marketing team and using the opinion leaders, which led to
persuade the audience for the relevant decision. This is because social media have become an influential
source of information sharing and behavioural changes. Due to briskly growing number of technologies,
the audience actively access to different Social Networking Sites. Here we can assume the role of Social
Media advertising as highly persuasive and enticing for the potential audience which keeps them updated
about the different phenomenon (Fotis, 2015). Another study to examine the effectiveness of Social
Media advertising was conducted by (Reddy & Kumar, 2018) as they investigated the key determinants of
effectiveness concerning Social Media advertisements in India. The researcher selected Twitter, Facebook
and other Social Networking platforms for the study purposes. Further, they used n= 504 structured
questionnaires by using a convenience sampling technique. Findings unveiled that the use of more
technical and strategic tactics made Social Media advertising effective for the public. Moreover, good
planning and economic measures were the two key factors that added to the effectiveness of Social Media
advertising. Likewise, (Mohammad Mazibar& Mamunar Rashid, 2018) argued that Social Media
marketing has enabled the public to access the idea and products. They further gather the information and
make the suitable decision accordingly. To further validate this, the researcher selected Facebook,
Instagram, Google+ and YouTube users from Bangladesh. Data gathered by using n= 306 questionnaires
indicated that Social Media influencedthe behavioural of the majority of the respondents. In this regard,
researchers also found that Social Media marketing also influenced the opinion-making and further
decision-making process of potential consumers. As per also witnessed by (Kathiravan,2019), Social
Media marketing and advertisement are well planned, organized and based on effective strategies. Due to
vast access, Social Networking Sites are preferred both on private and government levels. To further
examine the effectiveness of Social Media advertising, the researcher selected the sample of n= 400
respondents from Tamilnadu, India. Results indicated that majority of the respondents had quite a positive
opinion regarding effectiveness, objectivity and relevance of the advertisements. Moreover, they also
considered Facebook as one of the most credible source of information concerning advertised products.
3.4Importance of Social Media Based Healthcare Advertisements:
Discussion about personal health and dissemination of health-related information is not limited anymore.
Governments and medical professional all are highly concerned about adopting new strategies that can
keep people updated about the ongoing health issues and their solution. In this regard, Social Media
emerged as the key mechanism to assist and spread healthcare information to people all around the world
(Vikram - WIPRO, 2010). According to (Cash, 2012), today Social Media marketing involves improved
advertisement policies concerning healthcare awareness, products and campaigns all over the world. New
media have subsequently taken over the traditional advertising trends which were comparatively
expensive and finite. To further affirm this, the researcher analyzed the importance, impacts and audience
response to online advertising in New Jersey, United States. Data gathered from in-depth interview,
content analysis of Social Networking Sites and field surveys showed that study participants highly
acknowledged Social Media as a source of healthcare awareness. For the majority of the respondents,
they frequently prefer digital networking platforms to seek healthcare information and therefore, it is
largely helping them to adopt a healthy lifestyle.Therefore, many research studies attempted to explore
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the relationship between disease awareness campaigns and the role of pharmaceutical companies. The
importance of disease awareness advertising can also be witnessed by gathering the response of health
professionals about these healthcare advertisements on different media platforms. For this purpose,
(Banerjee & Dash, 2013) examined the opinion of different healthcare professionals about disease
awareness advertisements in India. The basic aim was to document the opinion of medical professionals
concerning the quality of these online communication activities. Results indicated that the majority of
healthcare professionals considered these online healthcare awareness campaigns as a positive
constructive step to reinforce a healthy lifestyle. However, they also suggested that these awareness
campaigns should be co-sponsored by different non-profit organizations to increase their effectiveness
apart from gaining te commercial interests. Also, if the awareness campaigns are endorsed by celebrities,
it will bring even more improved outcomes. This is because today, people are highly concerned about
ongoing health issues. For most of them, health issues are an ongoing phenomenon and they want to stay
updated about the news trends to avail a healthy lifestyle. Besides traditional media platforms, Social
Networking Sites also contain advertising campaigns that motivate people to adopt a healthy lifestyle. For
this purpose, advertisers are spending their time and effort on Social Networking Sites and reinforcing the
massesto value their health (Yom-Tov, Shembekar, Barclay, & Muennig, 2018). For this reason, we
assume that healthcare advertising is the need of the day. Especially, through digital media, it is now
possible to communicate with people from all over the world. Healthcare marketers use interactive
features of new media and share healthcare ideas and suggestions. To further validate this, (Monroe,
2016), investigated the audience behaviour and banner advertising by MU HealthCare for “flu season
advertisement”. Data collected by using Qualtrics survey by recruiting the respondents from eleven
prominent American States. Results revealed that flu season advertisement had strong positive impacts
on the behaviour of potential respondents. Participants expressed that first, they saw the advertisement
and later made the decisions to follow the advertisement message for flu prevention. Furthermore, (Yom-
Tov et al., 2018), also examined the impacts of randomized-controlled trials (RCTs) concerning adopting
a healthy lifestyle with suitable food and exercise. Results revealed that advertisements were published
for n= 265,279 times and clicked n= 1024 times by the users. Total n= 505,693 of users saw those
advertisements and the majority of them revealed that the ads were highly persuasive. They also
expressed to adopt a healthy lifestyle and pursue exercise to gain an improved health condition.the
following assumptions were proposed:
H2: Healthcare Advertising (HAD) has a positive effect on Digital Media Advertising (DMA).
4.4 Social Media & Healthcare Awareness: (9)
(Park, Rodgers, & Stemmle, 2011) scrutinized how different profit and non-profit medical associations
use Facebook advertising to raise healthcare awareness. The researchers conducted a content analysis of
n= 1,760 comments and posts of different health care organizations. Findings revealed that non-profit
organizations were comparatively more active on Facebook platforms than the others. Also, these
organizations were found using more interactive features to educate the public about healthcare programs
and their importance. Overall, the organization were tactfully using Facebook to advertise their awareness
messages however, the researchers suggested more strategic and organized usage to avail the desired
outcomes. This is because Social Media offer highly cost-effective means of spreading healthcare
awareness. Due to the growing competition and expensive marketing through traditional media forms,
Social Media is comparatively more preferred and accessible to the audience worldwide. For this reason,
healthcare professionals and government resources have interlinked Public Healthcare advertising with
digital media to gain even more positive outcomes (Praveen Pillai, 2012). According to the (Triñona1,
2012), the success and acknowledgement of healthcare awareness are highly reliant upon the message’s
ability to attract the potential audience. These messages should also be capable of sharing the concise,
clear and easily understandable message for the audience, the researcher also analyzed the role of
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Facebook as one of the most preferred Social Networking Sites to spread the Tuberculosis awareness in
Philippines. Data gathered by using online surveys from n= 50 respondents showed that they often read
the information available on Facebook regarding Tuberculosis. However, they also revealed that they also
keep information concerning HIV and other prevailing health ailments. Therefore, the researcher
concluded that healthcare information was informative, addressing different aspects of the disease and
other possible consequences.According to (Anand, Gupta, & Kwatra, 2013), the use of Social Media for
healthcare awareness is a highly acknowledged phenomenon. Although, healthcare organizations mainly
prefer traditional media for spreading Public Service messages, the role of Social Media is also under
great consideration. Here people are empowered to actively select the relevant information which further
guarantees the positive outcomes.
Today, Social Media platforms are largely preferred by healthcare professionals, healthcare ministries and
other concerned bodies to keep connected with the patients and educate the masses about ongoing health
concerns. Including pharmaceutical companies, As Social Media is an effective source of communication
healthcare sector actively select it to interact with the public. This interaction involves the marketing of
their product and idea. Also when it is about raising healthcare awareness, healthcare organization take
full advantage of the Social Media resources (Popovic, Smith, & Hellebusch, 2013). According to
(Lapointe, Ramaprasad, & Vedel, 2014), Social Media platforms are well capable of spreading awareness
regarding prevention and early detection of disease. They are working as the key mechanism to raise
public awareness about healthcare issues. To validate this argumentation, the researchers analyzed the
role of Social Media based campaigns for disseminating different types of cancer awareness. The
researchers utilized Grounded Theory Analytical Approach and selected case study method to examine
Social media posts of six-leading organization working for the cancer awareness in Canada. Results
indicated that majority of the information provided by organization was attributed with the reference of
professional healthcare professionals. The posts were purely designed to convey the information about
detection and prevention, providing wider details about the prevalence and possible consequences of
ignoring the disease symptoms. This is because, by using different appealing tactics, people can be
persuaded for the behavioral change. Here if doctors and patients are capable of interacting outside of the
hospital, both can also be featured in healthcare based advertisements to create the public awareness.
Today, besides the personal activities, public healthcare awareness is one of the most prominent
preferences of medical experts. Using different strategies including Social Media based Public Service
Advertisements enable the professionals to attract and educate the audience about the importance of
healthcare(Pratap Singh et al., 2016). Similarly, people also prefer Social Media to obtain healthcare
information through different resources. Furthermore, medical professionals and pharmaceutical
companies also prefer Social Media to raise public awareness(Bhaskaran, Kumar, & Janodia, 2017). The
researchers further investigated the extent to which people use digital Media to seek healthcare
information in India. For data gathering aspirations, the researchers used n= 156 self-administered well-
structured questionnaires. Results showed that the majority (71%) of respondents prefer Social
Networking Sites to seek healthcare information. However, they also indicated that they do not blindly
trust the information rather, they also consult well-reputed medical experts for the confirmation.
Likewise, (Inci, Sancar, & H. Bostanci, 2017) argued that Social networking Sites provide fast and free
access to the larger number of public, they are comparatively more capable of raising awareness and
attitudinal change. The researchers further investigated the content of Social Media based advertisements
by the Ministry of Health, Turkey to create healthcare awareness. The researchers selected all the relevant
advertisements including drugs awareness, obesity, diabetes, aids and others. Data gathered by using
direct content analysis technique revealed that all the selected advertisements contained positive and
rational appeals to educate the public. Moreover, for the aids, drugs and tobacco-based advertisements,
males were the main target audience.Therefore, the researchers concluded that the advertisements
contained positive, useful and motivating content for the public that was highly predictive of the positive
response from the potential audience. The following assumptions were proposed:
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H3:Healthcare Awareness (HA) has a positive effect on Digital Media Advertising (DMA).
5.4 Impacts of Public Service Healthcare Advertisements (9)
Use of commercial advertisements for non-commercial purposes is highly prevalent on media platforms.
The basic objective of these advertisements is to enhance the understanding of the issues and the public
welfare. This is because when the world confronts to any major concern, communication through
different media platforms including television, radio, newspapers and social media, is an only way to keep
them updated and empower them for the personal protection (Suresh & Srinivasan, 2008). To further
affirm this, (Jones, 2012)investigated the correlation between public service advertisements and
generation Y’s reaction to act in the prescribed manner. According to the researcher, these advertisements
are aimed to work for the betterment of the public and help them to confront any existing social and
healthcare concern. Data collected by using structured questionnaires from n= 170 participants revealed
that due o an argumentative appeal majority of the individuals reacted in the prescribed manner. The
participants carefully considered the rational argumentations made in the advertisements and instantly
agreed to react accordingly. According to (Strømme, Mosdøl, Nordheim, & Vist, 2014), Social Media are
capable of reaching the vast population which further increases its importance concerning behavioural
change. When it is about healthcare awareness, the role of Social Media platforms is undeniable. The
researchers further conducted a systematic review of the literature witnessing the influential role of digital
media regarding behavioural change for healthcare purposes. Results indicated that healthcare
professionals and organizations use comprehensive strategies to reinforce behavioural changes among the
masses. As a result, people acknowledge the constructive role of Social Media and agree on adopting a
healthy lifestyle. For this purpose, Social Networking Sites introduced several platforms that provide
information regarding growing global healthcare concerns. These platforms are capable of briskly
educating the people and also helping them to counteract against any growing healthcare concern. Social
Networking platforms are powerful sources of informing the public and also provide advocacy
concerning health issues (Lee Ventola, 2014).Likewise, (Griffiths et al., 2015) scrutinized the role and
impacts of four major Social Media platforms (Mumsnet, My Pro Ana, ParentsLikeMe and Treatment
Action Campaign) designed for the healthcare aspirations. The researchers reviewed the relevant
literature and concluded that administrators of these digital platforms possess the power to alter the public
opinion. The reviewed studies also witnessed the role of media to connect health professionals and public
for creating healthcare awareness especially during the pandemic situations. Also affirmed by (O’brien,
Tan, & Yuan, 2016) as they stated that healthcare professionals also collaborate with local government to
create Public Service Messages that are influential for the behavioural change. To further affirm this, the
researchers also examined how Social Networking Sites are used by government and healthcare
professionals to raise awareness. Findings revealed that Social Networking platforms contain all the
relevant material on official websites of healthcare professionals. This content also included Public
Service advertisements by using doctors as opinion leaders. The researchers concluded that use of Social
Media to create healthcare awareness is brining positive outcomes by directly educating the people.
Individuals give these advertisements an explicit importance which further persuade them to adopt a
healthy lifestyle. Furthermore, (Jang et al., 2016) investigated the impacts of public healthcare
advertisements for the behavioural changes regarding Cardiovascular diseases in Korea. The researchers
chose n= 1000 participants from fifteen different provinces and used Computer Assisted Personal
Interview (CAPI) system. Results showed that Public Service Advertisements had positive impacts on the
behavioural changes due to an increased level of understanding among the masses. In this regard, the role
of Public ServiceAdvertisements was acknowledged both by the researchers and the study participants. In
this regard, (Nan, 2017), argued that Social Media advertising is highly influential to reinforce
behavioural changes. The role of digital media marketing to persuade the public for adopting healthcare
measures is socially signi9ficaant. Further, the researcher also investigated the individuals’ general
attitude towards public service advertisements in the United States. The researcher utilized the survey
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method and gathered data from the n= 230 respondents. Results indicated a strong positive correlation
between the advertisement and the participants’ general liking. The researchers concluded that this
likelihood can be even stronger when an individual is well aware of the depth of the issue and the role of
media platforms is of greater magnitude in this regard.Further, (Lyson et al., 2019) also analysed the use
of social media for spreading breast cancer and Human Papillomavirus Awareness and prevention
behaviours among the public. The researchers assumed a positive role of Social Media to increase
healthcare awareness and reinforcing positive attitudes among the public. Data gathered from n= 782
participants from online resources revealed that 94% of individuals showed a positive response regarding
the awareness spread by Social Media. Likewise, the respondents also expressed their positive behaviour
towards taking measures against the prevalent Breast Cancer and Human Papillomavirus. the following
assumptions were proposed:
H4:Digital Media Advertising (DMA) has a positive effect on COVID-19 Awareness.
5. Research Methodology
5.1 Data collection
An online surveywas developed and handed over to students studying in Jordanian universities. The
students from whom data was collected were enrolled for the winter semester 2019/2020 from 01-02-
2020 to 21-05-2020. 500 randomly-selected students received the questionnaire and submitted them after
filling them. 96% of the filled questionnaires (equaling to 480 forms) received from respondents were
regarded as useful from the perspective of research. The rest of the 4% (20) questionnaires had missing
values and hence were rejected. The useful questionnaires were subsequently evaluated. It is imperative to
note that there must be a sample size of 306 respondents if the population is equal to 1500. In this case,
data collection involved 480 respondents indicating an acceptable sample size as suggested by (Krejcie &
Morgan, 1970). Since the adequacy of sample size is confirmed and the sample size is deemed to be
acceptable, we can now evaluate the structural equation modelling (Chuan & Penyelidikan, 2006)and also
test the hypotheses. Previously proposed theories were taken and altered in the context of digital media to
develop the hypotheses. The evaluation of the measurement model was performed by making use of
Structural equation modelling (SEM). This was followed by the application of the final path model.
5.2 Students’ personal information / Demographic Data
Table 3 shows the outcomes of the assessment of personal/demographic data. The results revealed that
there were 56% female participants and 44% male participants. Considering students’ age, the percentage
of respondents aged between 18 and 29 years was 58% while the percentage of those in their thirties was
42%. In terms of academic background, 38% respondents had opted for Business Administration while
19% students chose the subject of Humanities and Social Sciences, 19% chose Engineering and
Information Technology, 10% chose General Education, and 14% chose Mass Communication and Public
Relations. Respondents commonly came from educated families and mostly held university degrees.
Bachelor’s program had been completed by 67% students, 21% had acquired a master degree, and 12% of
respondents had acquired a doctoral degree. According to (Al-Emran & Salloum, 2017), the researcher
made use of purposive sampling approach because the respondents offered to voluntarily take part in the
research. The students of various ages and colleges who were studying at different levels of various
educational programs formed the study sample. The respondents’ demographic data was measured
through IBM SPSS Statistics ver. 23 and documented in Table 3.
Table 3:Demographic data of the respondents.
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Criterion Factor Frequency Percentage
Gender Female 268 56%
Male 212 44 %
Age Between 18 to 29 279 58%
Between 30 to 39 132 28%
Between 40 to 49 69 14%
Between 50 to 59 0 0%
College College of Business Administration 180 38%
College of Humanities and Social Sciences 89 19%
College of Engineering and Information 93 19%

Technology
College of General Education 50 10%
College of Mass Communication and Public 68 14%

Relations
Education Bachelor 320 67%

qualification
Master 100 21%
Doctorate 60 12%
5.3 Study Instrument
The hypothesis was tested with the help of survey instrument declared earlier in the research. The five
constructs included in the questionnaire were measured with the help of 16 items incorporated in the
survey. The sources of constructs are depicted in Table 4. To improve the research applicability, various
modifications were made in questions derived from past researches.
Table 4.Constructs and their sources.
Number of Source
items
Constructs
INFOSH 4 (Monroe, 2016;Reddy & Kumar, 2018;Mohammad
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Mazibar Rahman et al., 2018;Kathiravan, 2019)
HELADV 4 (Vikram - WIPRO, 2010;Banerjee & Dash, 2013;Yom-

Tov et al., 2018; Monroe, 2016)
HELAWR 2 (Park et al., 2011; Triñona1, 2012)
DIGADV 3 (Bhaskaran et al., 2017;Inci et al., 2017;Lapointe et al.,

2014)
COVAWR 2 (Cinelli et al., 2020;(Depoux et al., 2020)
Note:INFSH, Information Sharing; HELADV, Healthcare Advertising; HELAWR, Healthcare

Awareness; DIGADV, Digital Media Advertising; COVAWR, COVID-19.
5.4 Pilot study of the questionnaire
The questionnaire items were tested for reliability by performing a pilot study involving 50 randomly-
selected students from a certain population. The pilot study involved a sample size of 10% of the original
sample size of actual research following research standards. The pilot study outcomes were evaluated in
terms of internal reliability determined through Cronbach’s alpha test by making use of SmartPls (version
3). Each measurement item involved in the pilot study showed an acceptable value. Given social science
research, the acceptable value of the reliability coefficient is equal to 0.7 (Jum C Nunnally & Bernstein,
1978). The values of Cronbach’s alpha obtained for 7 measurement scales have been documented in
Table 5.
Table 5.Cronbach’salpha values for the pilot study (Cronbach’s Alpha  0.70).
Construct Cronbach’s Alpha
INFOSH 0.710
HELADV 0.786
HELAWR 0.765
DIGADV 0.853
COVAWR 0.801

Awareness; DIGADV, Digital Media Advertising; COVAWR, COVID-19 Awareness.
5.5 Survey Structure
The researcher himself circulated the survey questionnaire. An online surveywas developed and
circulated among the university students in Jordan (N=500). The two universities involved in this study
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were Amman Arab University and Yarmouk University.The prepared questionnaire survey was handed
out to the university students (Al-Emran & Salloum, 2017). The three sections of the survey are as
follows;
 Personal data of the participants are included in Section 1.
 Data about Information Sharing, Healthcare Advertising, and Healthcare Awareness are obtained
through 12 items and included in section 2
 Data about Digital Media Advertising and COVID-19 Awareness are obtained through 4 items
and included in section 3.
These 16 items were measured with the help of five-point Likert Scale. The 5 scales are as follows;
strongly agreed (5), agree (4), neutral (3), disagree (2), and strongly disagree (1).
6. Findings and Discussion
6.1 Data Analysis
The study employed the partial least squares-structural equation modelling (PLS-SEM) for performing
data analysis via SmartPLS V.3.2.7 software (Ringle, Wende, & Becker, 2015). An assessment strategy
consisting of two phases (i.e. assessment of measurement model and the structural model ) was employed
for performing the analysis of the collected data (Hair, Hollingsworth, Randolph, & Chong, 2017). PLS-
SEM was chosen for this study because of numerous reasons. The key reason behind choosing PLS-SEM
is that the existing theory which served as the basis for this research used PLS-SEM (Urbach &
Ahlemann, 2010). Moreover, PLS-SEM is appropriate for exploratory studies aimed at studying complex
models (J. F. Hair Jr, Hult, Ringle, & Sarstedt, 2016). The third reason is that PLS-SEM performs
analysis by considering the model as a whole (Goodhue, Lewis, & Thompson, 2012). Finally, PLS-SEM
performs analysis of measurement and structural model simultaneously; consequently, it gives
estimations with higher accuracy(Barclay, Higgins, & Thompson, 1995).
6.2 Convergent validity
The measurement model was evaluated through the calculation of construct reliability (given by
Cronbach’s alpha and composite reliability values) plus validity ( given by convergent and discriminant
validity values ) as suggested by (Hair et al., 2017). Because of construct reliability, Table 6 depicts the
Cronbach’s alpha values that are found between 0.750 and 0.853. These values surpass the threshold
value(0.7) (J. C. Nunnally & Bernstein, 1994). Likewise, the composite reliability (CR) values lie
between 0.799 and 0.888 which surpass the threshold value (0.7 ) (Kline, 2015). Hence, as per the results,
Construct reliability is validated and each construct is found to have adequate accuracy.We will test the
values of the factor loading, and average variance extracted (AVE) to measure the convergent validity
(Hair et al., 2017). As can be seen in Table 6, each value of factor loading surpasses the threshold of 0.7.
Likewise, we see that the AVE values range from 0.524 to 0.700 and these values also surpass the
threshold value (0.5). As per these results, the value of convergent validity for each construct is
acceptable.
6.3 Discriminant validity
Two criteria are known as Fornell-Larker criterion, and the Heterotrait-Monotrait ratio (HTMT) must be
measured to measure the discriminant validity (Hair et al., 2017). Table 7 validates that Fornell-Larker
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criterion is fulfilled because the value of the square root of the AVEs surpassed the value of correlation
existing between AVE and other constructs (Fornell & Larcker, 1981).
Table 8 shows that the HTMT ratio for all constructs is lower than 0.85 which is the threshold value
(Henseler, Ringle, & Sarstedt, 2015). Hence, the HTMT ratio criterion is also fulfilled and confirms the
discriminant validity. The outcomes of this assessment confirmed that the measurement model shows
adequate levels of reliability and validity, thus indicating the feasibility to use the collected data for the
second phase which is an assessment of the structural model.
Table 6.Convergent validity results which assure acceptable values (Factor loading, Cronbach’s
Alpha, composite reliability, AVE > 0.5).
Constructs Items Factor Cronbach's CR AVE

Alpha
Loading
Information INFSH1 0.759 0.750 0.822 0.601

Sharing
INFSH2 0.726
INFSH3 0.798
INFSH4 0.810
Healthcare HELADV1 0.736 0.755 0.799 0.625

Advertising
HELADV2 0.815
HELADV3 0.874
HELADV4 0.705
Healthcare HELAWR1 0.878 0.759 0.888 0.663

Awareness
HELAWR2 0.869
HELAWR3 0.747
HELAWR4 0.826
Digital Media DIGADV 1 0.733 0.808 0.811 0.524

Advertising
DIGADV 2 0.707
COVID-19 COVAWR1 0.789 0.853 0.832 0.700

Awareness
COVAWR2 0.878
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Table 7.Fornell-Larcker Scale.
INT HELADV HELAWR DIGADV COVAWR
INFSH 0.865
HELADV 0.570 0.805
HELAWR 0.550 0.465 0.847
DIGADV 0.247 0.500 0.520 0.798
COVAWR 0.117 0.475 0.436 0.358 0.802

Table 8.Heterotrait-Monotrait Ratio (HTMT).
INT HELADV HELAWR DIGADV COVAWR
INFSH
HELADV 0.269
HELAWR 0.578 0.451
DIGADV 0.400 0.505 0.269
COVAWR 0.210 0.455 0.409 0.300

6.4 Coefficient of determination - R2
The coefficient of determination (R2 value) is used for structural model analysis (Dreheeb, Basir, & Fabil,
2016). This coefficient can be used for measurement of the predictive accuracy of the model. The value of
this coefficient can be calculated by finding the squared correlation between the actual and predicted
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values of a particular endogenous construct (Joseph F Hair Jr, Hult, Ringle, & Sarstedt, 2016; Senapathi
& Srinivasan, 2014). We may also determine the collective impact of all exogenous latent variables on an
endogenous latent variable with the help of this coefficient. As the value of this coefficient is based on the
squared correlation of variables’ actual values and predicted values; it causes significant increase in
degree of variance between the endogenous constructs. The exogenous constructs are also squared
correlations hence, the same effect will be observed for them. According to (Chin, 1998), higher values
are those that exceed 0.67. This suggests that values in between 0.33 and 0.67 are regarded as direct
values whereas values between 0.19 and 0.33 are regarded as weak. Moreover, in case the value is below
0.19, it is regarded as inadmissible. Table 9 and Figure 4 indicate a high predictive power for the model
because there is nearly 77% percentage of variance in digital media advertising and nearly 82%
percentage of variance in COVID-19 Awareness.
Table 9.R2 of the endogenous latent variables.
Constructs R2 Results
DIGADV 0.766 High
COVAWR 0.820 High
Note:DIGADV, Digital Media Advertising; COVAWR, COVID-19 Awareness.
6.5 Hypotheses Testing - Path coefficient
As mentioned above, now we will assess the structural model after the assessment of the measurement
model. We will take 5000 re-samples and boot-strap them to determine the coefficient of determination
(R2) and the path coefficients [2]. For conducting path analysis, the values of path coefficients, t-values,
and p-values are obtained for every hypothesis and noted down in Table 10. Based on the data analysis
hypotheses H1, H2, H3, and H4 were supported by the empirical data. Information Sharing (INFSH),
Healthcare Advertising (HELADV), and Healthcare Awareness (HELAWR) have significant effects on
Digital Media Advertising (DIGADV) (β= 0.275, P<0.001), (β= 0.332, P<0.001), β= 0.409, P<0.001)
respectively; hence, H1, H2, and H3 are supported.The Digital Media Advertising (DIGADV) was
determined to be significant in affecting COVID-19 Awareness (COVAWR) (β= 0.3436, P<0.05),
supporting hypotheses H4.
Table 10.Hypotheses-testing of the research model (significant at p** < = 0.01, p* < 0.05).
H Relationship Path t- p- Direction Decision

value value
H1 INFSH ->DIGADV 0.275 20.905 0.000 Positive Supported**
H2 HELADV ->DIGADV 0.332 15.877 0.000 Positive Supported**
H3 HELAWR ->DIGADV 0.409 18.747 0.000 Positive Supported**
H4 DIGADV ->COVAWR 0.436 4.002 0.030 Positive Supported*
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Figure 4. Path coefficient of the model (significant at p** < = 0.01, p* < 0.05)
6. DISCUSSION:
Digital media are now facilitating the healthcare services outside of the healthcare providers’ offices.
Medical professionals directly access the public and share useful information regarding healthcare (Pratap
Singh et al., 2016). As a result, people prefer Social Media more as the direct information is authentic and
immediate rather than confronting to the long lag time. The public who prefer Social media is today better
able to assess their health and live a healthy life (Gamache-OLeary & Grant, 2017). As (World Health
Organization, 2018) also emphasized the use of communication resources to cope with the risks and
challenges raised by health concerns, Social Media bear the responsibility to spread awareness to counter
Covid-19 outbreak (Brennen, Simon, Howard, & Nielsen, 2020). Through Social Networking platforms,
spreading information, updates and medical advice is highly significant. During Covid-19, healthcare
communities, ministry of health and international organizations i.e. WHO, UNESCO, UNICEF and others
rely on Social Media to directly monitor the situation and inform the public (O’Brien, Moore, &
McNicholas, 2020). As also affirmed by the results, Social Media particularly healthcare marketing and
advertisements are World Health Organization also acknowledged the role of Social Media for spreading
the Covid-19 awareness. Peer to peer communication, access to updated number of cases, response to
rumours, facilitating local community responses and others, all are well served by Social Media (O’Brien
et al., 2020). Particularly, Social Media advertising is highly beneficial due to its technological capability
which removed physical barriers to spread healthcare information. As healthcare marketing and
promotion are deeply rooted in internet based communication, medical sector takes special interest to
optimize the healthcare experiences (Stellefson, Paige, Chaney, & Chaney, 2020). In the current study,
Structural equation modeling (SEM) helped to test the structural model and findings are consistent with
the previous studies as healthcare information is fast moving, effective, direct and continuous. This digital
extension of healthcare information system is an essence of previous communication studies by keeping
their benefactions under consideration (Lefebvre & Bornkessel, 2013). During the current Covid-19
pandemic Social Media marketing is making efforts to keep the audience updated as being a source of
viral marketing, messages disseminate through online community briskly and effortlessly (Vance, Howe,
& Dellavalle, 2009). In this regard, even healthcare professionals are playing their part by staying
connected with the people through their blogs and opinion leaders in healthcare promotional
advertisements. For example, Doctor Parkinson who no longer sees patients, joined Hello Health named
online platform to support the patients and also keep the users updated regarding ongoing health issues.
For him, “medical profession is now even better due to ease of access and ease of information through
online platforms” (Hawn, 2009). Information accuracy direct from the official healthcare resources is
another major benefaction offered by Social Media (Eytan, 2011). Especially during the current pandemic
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due to Social Media people are directly accessing the information and resources are spreading information
on a major level. As never has been before the information is directly given to the public during the
healthcare crisis the role of Social Media regarding infodemic is prominent (Culp, 2020). Growing
interest in arareness through Social Media platforms particularly public service healthcare advertsing
indicates the singifcance of digital media today as users are virtually linked with the information
resources and actively gathering information concerning Covid-19 (Limaye et al., 2020).
7. CONCLUSION
Due to current pandemic, people are turning to Social Networks for updates, information and advice.
Individuals who are responsible for online information spread are considerably qualified professionals to
educate the public. This proliferation of information through Social Media resources particularly
advertising marks the significance of online marketing as one of the most active and influential sources of
the attitudinal change. The findings also provided strong evidence regarding the usefulness of Social
Media advertising for the knowledge, awareness and importance of Social media during Covid-19
pandemic. Arguably, Social Media advertising does not only spread the healthcare information but also,
capable of attitudinal change among the public. As current pandemic is raising major challenges for
health care and other social institutions in Jordan and worldwide. The use of digital resources for
spreading the relevant healthcare information are capable of providing novel solutions to this global
health emergency. In this regard, social institutions like healthcare, media and others are facing major
structural challenges as the number of cases is briskly increasing and demands more improved
communication portals. For this purpose, all the other media platforms are also required to make more
investments in healthcare marketing sector which will help to counteract against rapidly growing
healthcare concern (Kapoor, 2020). The study examined the role of Social Media advertising regarding
the spread of Covid-19 awareness in Jordan. It employed a self-proposed conceptual framework to
identify the relation between online media and advertising for mitigating the Covid-19 pandemic. The
proposed framework was based on the grouping of the study variables including social media advertising,
information sharing (IS), Healthcare Advertising (AH) and Healthcare Awareness (HA)for-mitigate
(COVID-19) pandemic. As shown in Figure 4 all the four study hypotheses were validated. These results
are consistent with the previous study that affirmed the strong significant relationship (Alhawamdeh,
2020; Habes, Salloum, Alghizzawi, & Mhamdi, 2019; Kathiravan, 2019; Mohammad Mazibar Rahman et
al., 2018; Monroe, 2016; Reddy & Kumar, 2018; Salloum, Al-Emran, Habes, et al., 2019; Salloum, Al-
Emran, Khalaf,, & Shaalan, 2019) Government, media buyers and healthcare sector in other countries
should consider how to use Social Media advertising can be used to spread healthcare awareness which
can help to nullify the increasing cases of Corona Virus. Since research in new media regarding
healthcare is an ongoing phenomenon, the model proposed in this article can be applied in future studies.
8.2 Limitations
Several limitations were found in this study. The first limitation is that the research involved merely two
Jordanian universities. This inadequacy may fail to properly investigate the impact of various factors
upon the Digital Media. The study could have been more applicable by involving a greater number of
Jordanian universities. We can learn more about various factors that affect the application of Digital
Media by conducting more research in this context. The next limitation is concerned with the sample size
of 480 students. The third limitation is related to the use of survey questionnaire for data collection as
mentioned by (Al-Emran & Salloum, 2017). The outcomes would have been better if an advanced data-
collection instrument and better sampling method were used besides approaching greater number of
educational institutes from regions other than Jordan like Arab region and KSA, Kuwait, and Bahrain.
The researcher should approach a greater number of students to participate in the research. It will also be
better if interviews and focus groups are organized. Efforts must be made in future for the implementation
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of Digital Media in Arab universities, particularly those that took part in our research.
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Article · July 2020

Ahmad Salih Alnaser Mohammed Habes

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Mahmoud Alghizzawi Sana Ali

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Figure 1. The curve of the spread of this disease globally(Organization, 2020a).

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Figure 3 illustrates the proposed research model.

1.4Share information about a COVID-19

2.4Digital Media Advertising:

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3.4Importance of Social Media Based Healthcare Advertisements:

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4.4 Social Media & Healthcare Awareness: (9)

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5.4 Impacts of Public Service Healthcare Advertisements (9)

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H4:Digital Media Advertising (DMA) has a positive effect on COVID-19 Awareness.

5.1 Data collection

5.2 Students’ personal information / Demographic Data

Table 3:Demographic data of the respondents.

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Criterion Factor Frequency Percentage

Gender Female 268 56%

Age Between 18 to 29 279 58%

Between 30 to 39 132 28%

College College of Business Administration 180 38%

College of Humanities and Social Sciences 89 19%

College of Engineering and Information 93 19%

College of General Education 50 10%

College of Mass Communication and Public 68 14%

Education Bachelor 320 67%

5.3 Study Instrument

Table 4.Constructs and their sources.

INFOSH 4 (Monroe, 2016;Reddy & Kumar, 2018;Mohammad

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Mazibar Rahman et al., 2018;Kathiravan, 2019)

HELADV 4 (Vikram - WIPRO, 2010;Banerjee & Dash, 2013;Yom-

HELAWR 2 (Park et al., 2011; Triñona1, 2012)

DIGADV 3 (Bhaskaran et al., 2017;Inci et al., 2017;Lapointe et al.,

COVAWR 2 (Cinelli et al., 2020;(Depoux et al., 2020)

Note:INFSH, Information Sharing; HELADV, Healthcare Advertising; HELAWR, Healthcare

5.4 Pilot study of the questionnaire

Construct Cronbach’s Alpha

Note:INFSH, Information Sharing; HELADV, Healthcare Advertising; HELAWR, Healthcare

5.5 Survey Structure

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 Personal data of the participants are included in Section 1.

6. Findings and Discussion

6.1 Data Analysis

6.2 Convergent validity

6.3 Discriminant validity

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Constructs Items Factor Cronbach's CR AVE

Information INFSH1 0.759 0.750 0.822 0.601