Beyond One-Size-Fits-All: Multilevel Individualism–Collectivism in a Theory of Planned Behavior Model of COVID-19 Behavior
Published online on May 30, 2026
Abstract
Social Marketing Quarterly, Volume 32, Issue 3, Page 271-289, September 2026.
BackgroundCOVID-19 caused millions of deaths worldwide, prompting social marketing campaigns to promote prevention behaviors and adherence to public health guidance. This crisis underscores the need to strengthen global social marketing to drive behavior ...
BackgroundCOVID-19 caused millions of deaths worldwide, prompting social marketing campaigns to promote prevention behaviors and adherence to public health guidance. This crisis underscores the need to strengthen global social marketing to drive behavior ...