Do brand advertisements provide social benefits in times of crisis?

Prof. Dr. Ayşegül Özsomer researches the social benefit of TV ads in addition to their direct effects on brand marketing. For example, during the COVID-19 – Can’t find link pandemic, advertisements containing messages such as maintaining social distance, wearing a mask, washing hands frequently, and getting tested, have increased these positive behaviors of individuals. Which types of brands (eg, leading, trusted, global, local) are more effective in promoting such positive behaviors? Are brand advertisements containing such societal messages more effective than public ads and NGO ads? Do such ads affect individuals more depending on their trust in science and political views? This project aims to contribute to the understanding of the societal benefits of brand advertising and is practical implications for managers and policymakers in times of crisis.