Ringing the alarm: the persuasive power of COVID-19 awareness through caller ringback tones

Khan, MA ORCID: https://orcid.org/0000-0002-3703-3987 and Waqas, M, 2024. Ringing the alarm: the persuasive power of COVID-19 awareness through caller ringback tones. In: Strong, C, Bosangit, C, Koenig-Lewis, N, Lee, Z, Moldes Andres, O and Rosier, E, eds., Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium: Marketing: fusing resilience and power for public value – igniting marketing’s social spirit. Cardiff: Academy of Marketing. ISBN 9781399990608

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Abstract

This study evaluates the impact of COVID-19 public service announcements (PSAs) delivered via caller ringback tones (CRT) in Pakistan on consumer engagement and behavioral intentions. Using structural equation modelling, it finds that information, irritation, socialisation, and stimulation significantly a ect consumer engagement, which in turn influences their behavioural intentions. This research highlights the e ectiveness of CRT-based PSAs in promoting public health measures and o ers insights for marketers using this novel communication medium.

Item Type:	Chapter in book
Description:	Paper presented at the Academy of Marketing (AM2024) Conference, Cardiff Business School, Cardiff, 1-4 July 2024.
Creators:	Khan, M.A. and Waqas, M.
Publisher:	Academy of Marketing
Place of Publication:	Cardiff
Date:	31 July 2024
ISBN:	9781399990608
Identifiers:	Number Type 2541214 Other
Divisions:	Schools > Nottingham Business School
Record created by:	Jonathan Gallacher
Date Added:	08 Dec 2025 17:25
Last Modified:	08 Dec 2025 17:25
Related URLs:	Publisher
URI:	https://irep.ntu.ac.uk/id/eprint/54844

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