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COVID-19 and its precautions, including social distancing, have revolutionized traditional retailing- and consumption patterns. In this turbulent environment, the purpose of this study is twofold. First, this paper explores the direct effect of consumers’ internal/external health locus-of-control on their hygiene consciousness, which, in turn, affects their social distancing behavior. Second, this study posits that social distancing, in turn, impacts consumers’ current online grocery shopping behavior and their future online grocery shopping intentions, thus uncovering important insight.

To address these gaps, this paper develops a model that links consumers’ internal/external health locus-of-control to their adoption of e-tailing-based grocery services. Data collected through a web-based survey was analyzed by using partial least squares-based structural equation modeling.

The results indicate that consumers’ health locus-of-control indirectly affects the way they shop for their groceries during the pandemic. In particular, consumers’ internal (external) health locus-of-control drives higher (lower) hygiene consciousness and greater (lower) social distancing behavior. In turn, consumers’ online grocery shopping behavior was found to increase during the pandemic, with their corresponding intent to continue this behavior in the future. Moreover, this study finds the effects of consumers’ social distancing on their current grocery shopping behavior and future intentions to be contingent on consumer age, with stronger effects identified for older consumers.

This study shows how consumers’ internal/external health loci-of-control exert opposing effects on their social distancing behavior, as mediated by hygiene consciousness. Overall, the empirical analyzes corroborate the association of consumers’ social distancing- and online grocery shopping behavior (for consumers of different age profiles), both during and after the pandemic.

In responding to the Coronavirus (COVID-19) pandemic, drastic public health measures such as social distancing and lockdowns have been implemented across the globe to slow the spread of the virus. In the USA, the public's reaction to social distancing has been mixed, evident in a high number of people flocking to beaches, bars and shops as coronavirus cases soar. Public health officials have issued strong warnings about the danger people face but the problem persists. To fill this gap, informed by the theory of planned behavior (TPB), this research explores why many people refuse to practice social distancing.

Two studies were conducted during the ongoing COVID-19 pandemic. In the first study, a sample of 750 respondents was recruited from a US online consumer panel to complete a structured survey questionnaire. The data were analyzed using confirmatory factor analysis and structural equation modeling. In the second study, an open-ended questionnaire was administered to 50 US online participants to further uncover people's in-depth perceptions and perspectives toward the pandemic and social distancing. Thematic analysis was used to analyze the data.

The results from the first study show that risk-taking attitude, authoritarianism and subjective norm are significant predictors of social distancing intention and behavior, through perceived severity of COVID-19. Four themes emerged from the second study, which are consistent with the proposed conceptual framework in the first study.

Theoretically, the authors’ findings first contribute to the emerging marketing literature that focuses on creating sustained positive changes and improving the well-being of consumers, communities and societies. Secondly, their findings corroborate with previous findings documented in the social influence literature by showing that during the times of uncertainty and confusion such as COVID-19, social norms (not forced by laws and regulations) play the most critical role in influencing a voluntary, socially beneficial behavior (such as social distancing). Third, this study extends the application of the TPB into the realm of social distancing behavior. The three main components of the TPB, namely attitude, behavioral control and subjective norm, are shown to predict social distancing behavior. Practically, the results of this research have important implications for public health policies on how to encourage positive public health behavior amid pandemics such as COVID-19.

The COVID-19 outbreak reached a critical stage when it became imperative for public health systems to act decisively and design potential behavioral operational strategies aimed at containing the pandemic. Isolation through social distancing played a key role in achieving this objective. This research study examines the factors affecting the intention of individuals toward social distancing in India.

A correlation study was conducted on residents from across Indian states (N = 499). Online questionnaires were floated, consisting of health belief model and theory of planned behavior model, with respect to social distancing behavior initially. Finally, structural equation modeling was used to test the hypotheses.

The results show that perceived susceptibility (PS), facilitating conditions (FC) and subjective norms are the major predictors of attitude toward social distancing, with the effect size of 0.277, 0.132 and 0.551, respectively. The result also confirms that the attitude toward social distancing, perceived usefulness of social distancing and subjective norms significantly predict the Intention of individuals to use social distancing with the effect size of 0.355, 0.197 and 0.385, respectively. The nonsignificant association of PS with social distancing intention (IN) (H1b) is rendering the fact that attitude (AT) mediates the relationship between PS and IN; similarly, the nonsignificant association of FC with IN (H5) renders the fact that AT mediates the relationship between FC and IN.

The results of the study are helpful to policymakers to handle operations management of nudges like social distancing.

The research is one of its kind that explores the behavioral aspects of handling social nudges through FC.

This study aims to examine the role of hope and hate in political leaders’ messages in influencing liberals versus conservatives’ social-distancing behavior during the COVID-19 pandemic. Given the increasing political partisanship across the world today, using the appropriate message framing has important implications for social and public policy.

The authors use two Natural Language Processing (NLP) methods – a pretrained package (HateSonar) and a classifier built to implement our supervised neural network-based model architecture using RoBERTa – to analyze 61,466 tweets by each US state’s governor and two senators with the goal of examining the association between message factors invoking hate and hope and increased or decreased social distancing from March to May 2020. The authors examine individuals’ social-distancing behaviors (the amount of nonessential driving undertaken) using data from 3,047 US counties between March 13 and May 31, 2020, as reported by Google COVID-19 Community Mobility Reports and the New York Times repository of COVID-19 data.

The results show that for conservative state leaders, the use of hate increases nonessential driving of state residents. However, when these leaders use hope in their speech, nonessential driving of state residents decreases. For liberal state leaders, the use of hate displays a directionally different result as compared to their conservative counterparts.

Amid the emergence of new analytic techniques and novel data sources, the findings demonstrate that the use of global positioning systems data and social media analysis can provide valuable and precise insights into individual behavior. They also contribute to the literature on political ideology and emotion by demonstrating the use of specific emotion appeals in targeting specific consumer segments based on their political ideology.

The findings have significant implications for policymakers and public health officials regarding the importance of considering partisanship when developing and implementing public health policies. As partisanship continues to increase, applying the appropriate emotion appeal in messages will become increasingly crucial. The findings can help marketers and policymakers develop more effective social marketing campaigns by tailoring specific appeals given the political identity of the consumer.

Using Neural NLP methods, this study identifies the specific factors linking social media messaging from political leaders and increased compliance with health directives in a partisan population.

This paper aims to investigate the effect of matching social distance and the concrete/abstract visual presentation of the threats of distracted driving in campaign design.

This study conducts a series of 2 (social distance frame: close vs distant) × 2 (visual rhetoric style: literal vs metaphorical) online experiments on the perspective of the construal level theory.

This study identified that a fit between social distance and visual rhetoric style of the threat enhances the effect of a social marketing campaign targeting young adults. A message framed in terms of socially proximal entities shows a favorable impact on young drivers’ threat perception and behavioral intention when the visual rhetoric depicts the threats of texting while driving more concrete. On the other hand, more distant social entities in the message show a better impact when the threats are visualized in metaphor.

This paper enhances the understanding of a threat appeal message design by adding empirical evidence of matching visual rhetoric style and social distance. The findings provide theoretical and practical implications for social marketing campaigns, regarding the strategic tailoring of messages, particularly in public service announcements that discourage texting while driving on young adults.

Understanding the factors that influence individuals’ adherence to social distancing is critical to effective policymaking in respiratory pandemics such as COVID-19. This study aims to explore the role of social factors in relation to social distancing measures.

Stratified convenience sampling was used in this survey research, involving 450 adults residing in both rural and urban areas of Aligodarz County, Lorestan, Iran.

The findings showed that approximately 14% of participants did not adhere to any of the assessed social distancing behaviors, while only around 30% adhered to all four assessed behaviors. On average, participants reported having 5.13 (SD = 3.60) close physical contact within the 24 h prior to completing the questionnaire. Bridging social capital and gender emerged as the most frequently observed predictors across the assessed social distancing measures. Additionally, age, employment status and residential setting were identified as influential factors for some of the evaluated measures.

This study contributes to the field by highlighting that the likelihood of non-adherence to social distancing measures tends to increase among male participants, those aged above 60, employed individuals, urban residents and those with a higher level of bridging social capital.

The present situation is marked by the threat of COVID-19 pandemic on entire humankind and researchers across the globe are looking forward to vaccines or medicines to tackle COVID-19. However, according to the scholars and health-care agencies, vaccines alone would not be of much help and in the longer run adhering to the physical distancing policy along with sanitation could be the only solution. Moreover, extant studies across different areas have noted a positive association between various human psychological factors and prosocial behaviours. Additionally, an empirical study undertaken in the western context has tried exploring the association between human psychological factors and physical distancing behaviour (a kind of prosocial behaviour) in the COVID-19 context. The results of the extant study seem intriguing and encouraging enough to undertake a more robust exploratory study in this developing area. Against this background, this study aims to explore the relationship between individuals’ mindfulness and physical distancing behaviour, along with the mediating role of empathy during the COVID-19 pandemic.

To achieve the study objectives, this study has used an online survey method and has collected responses from the general adult population in India spread across all six regions. The survey was conducted during May 2020 when India was under a nationwide lockdown to mitigate the risk of COVID-19 pandemic. The respondents were identified based on convenience and snowball sampling techniques. Using social media platforms, the prospective respondents were contacted through WhatsApp, LinkedIn and Facebook or e-mails. Post data cleaning, a total of 315 responses were found to be suitable for analysis. For analysis, confirmatory factor analysis was conducted to establish the validity and reliability of the conceptual model, whereas Pearson correlation was undertaken to study the relationship between variables and mediation was examined using the PROCESS macro of Hayes.

The findings were encouraging and could become the foundation stone for further research and a practical guide for policymakers, agencies working in the health-care areas and even corporate leaders. As expected, an individual’s mindfulness was noted to be positively-related and influencing physical distancing behaviour. The mediation analysis indicated the intervening role of empathy in the association between an individual’s mindfulness and physical distancing behaviour.

The findings of the present could be a game-changer in restricting the spread of the COVID-19 pandemic. As espoused by various scholars, as well as health-care organizations about the use of physical distancing in mitigating the risk of COVID-19, policymakers, health-care authorities and even corporate leaders could look forward to strategizing and execute the dissemination of various mindfulness-based programs among the individuals. These mindfulness-based programs, which could be disseminated offline and online through smartphones, could, in turn, help in positively influence physical distancing behaviour among the individuals leading to the success of physical distancing policy.

This study relates and extends the mechanism of mindfulness in influencing individuals’ physical distancing behaviour in the pandemic situation, notably the COVID-19 pandemic. Moreover, based on the “empathy-altruism hypothesis”, as well as Schwartz’s theory of fundamental values, the intervening role of empathy has been explored and the findings further helped in extended these two theories in the domain of pandemic.

This study could be the first to conceptualize and examine the human psychological factors, particularly the relationship and role of an individual’s mindfulness with physical distancing behaviour among the general public during the COVID-19 pandemic. Additionally, this could also be the first study to conceptualize and explore the intervening role of empathy in the relationship between an individual’s mindfulness and physical distancing behaviour. Moreover, in conceptualizing and exploring the relationship between an individual’s mindfulness and physical distancing behaviour, this study explored and extended the “reperceiving” mechanism of mindfulness and the “empathy-altruism hypothesis” along with Schwartz’s theory of fundamental values in the domain of pandemic.

This research study examines how changing the logo to one that depicts social distancing impacts consumers’ attitude toward the brand, attitude toward social distancing guidelines, intention to follow social distancing guidelines, purchase intention, logo evaluation and word of mouth (WOM).

A 2 (logo type: conventional vs. novel) X 2 (product involvement: high vs. low) between-subjects experimental design was employed. A multivariate analysis of covariance (MANCOVA) was run on the dependent variables (i.e. attitude toward the brand, attitude toward social distancing guidelines, intention to follow social distancing guidelines, purchase intention, logo evaluation and WOM).

The results indicate a significant moderating effect of product involvement. Individuals who were exposed to a novel logo for a low-involvement product demonstrated improved purchase intentions, attitudes towards the brand, WOM and intentions to follow social distancing guidelines.

From a practical perspective, the results suggest that managers at global brands should consider their brand’s response to the COVID-19 crisis. For example, Nike chose to frame its consumers’ athletic habits as a lifesaving call to action with a new advertising copy that proposed, “If you ever dreamed of playing for millions around the world, now is your chance: play inside, play for the world,” to stress the necessity for people to stay at home.

From a theoretical perspective, the results of this study add to the emerging literature on CSR and logo changing, and particularly on following social distancing guidelines introduced in response to COVID-19, by exploring the link between COVID-19 advertising in promotional materials (logo changing) and outcomes such as attitude toward the brand, attitude toward social distancing guidelines, intention to follow social distancing guidelines, purchase intention, logo evaluation and WOM.

This research study adds to the literature on CSR and logo changing, primarily the contribution is based on the understanding of the impact of social distancing guidelines introduced in response to COVID-19. More specifically, this research study contributes toward the understanding of the link between COVID-19 advertising in promotional materials (e.g. logo changing) and outcomes such as attitude toward the brand, attitude toward social distancing guidelines, intention to follow social distancing guidelines, purchase intention, logo evaluation and WOM.

Social distancing is an important strategy to control the spread of the COVID-19 pandemic, so it is imperative to understand the behavioral impact of social distancing on individuals. This research studied social distancing from a cognitive appraisal of voluntary social distancing compliance (CAVSD) point of view and a non-medical perspective, specifically the psychological impact (PI) of social distancing on the usage intensity of social networking sites (SNS) during the COVID-19 outbreak in India.

The study was conducted on 477 SNS users as a full sample and groups based on age, sex and work status. The model was empirically investigated using structural equation modeling.

CAVSD was negatively associated with PI although it was not a significant predictor, while CAVSD and PI were significant predictors of SNS usage intensity; moreover, SNS usage intensity differed between groups of people.

These findings are significant for organizations, corporations and educational institutions in both the public and private sectors. There is a need to identify subsections of individuals in need of social support and relief from isolation and loneliness. Individuals are relying on social media to handle social distancing and the pandemic, and this shows up in an increase in social networking activity.

This study contributes to the existing literature by positing social networking as a basic virtual need for socialization, and social media platform assists in that. Cognitive appraisal is an important determinant of individual response.

This research attempts to understand how individuals prevent themselves from exposure to COVID-19 when dining out at a restaurant and what situational factors shaping their COVID-19 preventive behavior (CPB) are. It collects 303 questionnaires responded by restaurant patrons in the United Arab Emirates. The resultant data reveals the ranks of the relative importance among the five CPBs proposed by this study that wearing a mask is considered the most critical CPB. In contrast, wearing gloves is the least desirable CPB. Concerning five health-risk factors under investigation, there is no difference in CPB between the vaccinated and non-vaccinated. People suffering from issues with their immune system show a significant inclination to stress social distancing compared to those without any immune issues. Those having an inflected family member are apt to wear gloves. Further, individuals bearing risk factors concerning chronic illness, an immune problem, and an infected family member are inclined to wash their hands and wear gloves. Lastly, this research finds six situational factors affecting an individual's CPB.