“I stay at work for you, you stay at home for us.” Does this Covid-19 campaign work for the youth in Asia?

Authors

  • Jappy Fanggidae State Polytechnic of Kupang
  • Ridolof Batilmurik State Polytechnic of Kupang
  • Pieter Samadara State Polytechnic of Kupang

DOI:

https://doi.org/10.33182/tmj.v8i2.1113

Keywords:

Covid-19, guilt appeal, empathy, responsibility, social distancing

Abstract

This study investigated the relationship between guilt appeal and compliance with social distancing measures. We proposed that the relationship is double mediated by empathy and responsibility for the unfortunate people who have suffered from COVID-19. This research is novel to an extent as an experimental method is used in the Asian context. The results exhibited that guilt positively affected compliance with social distancing measures. The respondents were directly or indirectly compliant due to the emotions of empathy and responsibility. The theoretical and practical contributions of this study were presented.

Published

2020-10-20

How to Cite

Fanggidae, J., Batilmurik, R., & Samadara, P. (2020). “I stay at work for you, you stay at home for us.” Does this Covid-19 campaign work for the youth in Asia?. Transnational Marketing Journal, 8(2), 161-175. https://doi.org/10.33182/tmj.v8i2.1113