Authors:

Viral P. Tolia, Renin RK, Raju Rathod

Abstract:

Purpose of Research: Due to the COVID-19 pandemic, the globe is facing an unprecedented predicament. The crucial point here is reaching the maximum audience through effective marketing communication where the role of risk communication becomes vital, especially in changing the person's behavior, which is also the motto of social marketing. The author posits the need for conducting a systematic literature review to curb the wide spread of COIVD-19.

 

Methodology: By crafting a proper inclusion and exclusion criteria a structured search was conducted in the Scopus and Web of Science database, and through thematic analysis three major clusters have been developed namely: first Spread of coronavirus (COVID-19), second Religion and third Stress, which are having a high effect on changing the behavior of individuals.

 

Major Results: Overall the positive role of religions leaders and active communication by governments can help individual to take the right decision at the right time which can help them to understand the level of hazard and outrage that they are going to face and provide valuable solutions to handle them.

Managerial Implications for Theory and Practice: A summary of cluster provides a clear guidelines and highlighting the importance of communication in the field of marketing, an effective communication during the time of crisis can play a major role in making  

Keywords:

Marketing; Risk communication; Coronavirus; Religion; Stress. 

Vol & Issue:

VOL.14, ISSUE No.Special Issue 1, january 2022