The effect of public service announcements regarding coronavirus pandemic which are published in Turkey to consumer behavior within the context of social marketing

Social marketing is a branch of marketing which aims to raise the awareness of the society and make the society to adopt certain behaviors for the sake of the society. Public service announcements (PSAs) are important tools that social marketing uses. Within this context, efficiency of PSAs is very significant for social marketing activities to fulfil its goals. This research aims to measure the effect of PSAs regarding coronavirus pandemic which are published in Turkey to consumer behavior based on consumer attitude, emotion and behavior intention within the context of social marketing.