Fighting a Global Pandemic in the Digital Age: Use of Infographics to ‘Flatten the Curve’ in the U.S. and India

ABSTRACT

This research examined the factors influencing people’s likelihood of following the COVID-19 preventive measures of hand washing and wearing face masks communicated via infographics, in the U.S. and India. Guided by the Health Belief Model (HBM), this study used a 3 (source: national versus international versus a dummy source) X 2 (topic: hand washing versus wearing a face mask) X 2 (country: the U.S. versus India) research design. The results showed that the HBM constructs of perceived benefits, perceived barriers, cues to action, and self-efficacy were associated with people’s likelihood of following the suggested guidelines. Message credibility mediated these relationships. Source credibility mediated the relationship between people’s perceptions of severity and their intentions to adopt the preventive measures. Particularly for the hand washing infographics, people’s likelihood of following these guidelines were significantly higher in the U.S. than India. Theoretical and managerial implications for international strategic communication are provided.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This research received no specific grant from any funding agency in the public, commercial or not-for-profit sectors.