Author(s)

Nelson B. Guillen Jr.

Marketing and Advertising Department, De La Salle University, Manila, Philippines.

This study focuses on Metro Manila in the Philippines in preventing the spread of the novel coronavirus or COVID-19 through analyzing the moderating effect of social media campaigns on adherence to COVID-19 protocols. Metro Manila is the pandemic’s epicenter with a strict implementation of quarantine protocols set by the Local Government Units (LGUs). This study also examines the factors that influenced Metro Manila residents to adhere to quarantine measures. Four hundred thirteen residents (413) joined the survey consisting of sixteen (16) cities and one (1) municipality in Metro Manila. Using the Theory of Planned Behavior, the direct relationships between attitude, controllability, social media and adherence to quarantine protocols were significant. This implies that social media has directly influenced adherence to quarantine protocols. However, social media did not moderate the relationship between subjective norm and self-efficacy in the adherence to quarantine protocols. The relationship between subjective norm and self-efficacy in adherence to quarantine protocols was not significant either. It was not others such as family and peers who encouraged the resident to adhere, but it was his or her decision to survive and stay alive. Finally, the study shows the crucial role of social media in helping minimize the spread of COVID-19.

COVID-19, Quarantine Protocols, Prevention, Theory of Planned Behavior, Social Media

Guillen Jr., N. (2021) Adherence to Quarantine Protocols to Prevent the Spread of COVID-19: The Moderating Effect of Social Media Campaigns. Advances in Journalism and Communication, 9, 85-101. doi: 10.4236/ajc.2021.93007.