Can brands play a major role in mitigating the adverse consequences of public health crises? A new Journal of Marketing study shows that COVID-19-related brand advertising effects on social distancing behavior were almost 11 times stronger in the absence of a cogent governmental response.

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221130011

Read an in-depth recap of this research: https://www.ama.org/2022/11/08/can-brands-influence-social-outcomes-the-impact-of-covid-19-related-brand-advertising-on-social-distancing-behavior/

Reference: Ghosh Dastidar, Ayan, Sarang Sunder, and Denish Shah (2022), "Societal Spillovers of TV Advertising – Social Distancing During a Public Health Crisis," Journal of Marketing, doi:10.1177/00222429221130011

Producer: Marissa Lambert

Narrator: Josephine Stein

Acknowledgments: Sushma Kambagowni

Topics: advertising, social good, COVID-19, social distancing, public health, marketing, health crises, corporate social responsibility, social welfare

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

Does COVID-Related Advertising Lead To More Social Distancing? How Brands Can Influence Social Outcomes