Knowledge Assessment of COVID-19 Symptoms: Gender Differences and Communication Routes for the Generation Z Cohort

Irene (Eirini) Kamenidou, Aikaterini Stavrianea, Spyridon Mamalis and Ifigeneia Mylona
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Irene (Eirini) Kamenidou: Department of Management Science and Technology, International Hellenic University, Kavala Campus, 654 04 Agios Loukas Kavala, Greece
Aikaterini Stavrianea: Department of Communication and Media Studies, National and Kapodistrian University of Athens, 105 62 Athens, Greece
Spyridon Mamalis: Department of Management Science and Technology, International Hellenic University, Kavala Campus, 654 04 Agios Loukas Kavala, Greece
Ifigeneia Mylona: Department of Management Science and Technology, International Hellenic University, Kavala Campus, 654 04 Agios Loukas Kavala, Greece

IJERPH, 2020, vol. 17, issue 19, 1-16

Abstract: This paper explores the generation Z (Gen Z) cohort’s self-assessed knowledge regarding the coronavirus disease 2019 (COVID-19) symptoms as well as their interest in acquiring information and learning more about the transmission and spread of the severe acute respiratory syndrome coronavirus 2 (SARS-COV-2 virus) and the COVID-19 symptoms. Additionally, it investigates gender differences in self-assessed knowledge of COVID-19 symptoms. Field research employing a nonprobability sampling method with an online questionnaire resulted in collecting 762 valid questionnaires. Data analysis included descriptive statistics, factor and reliability analysis, and the independent sample t -test. Results reveal that overall symptom knowledge was assessed higher than the self-assessed knowledge of the 13 specific symptoms. No gender differences were detected regarding self-assessed knowledge of the following COVID-19 symptoms: cough, dyspnea, anorexia, productive cough with expectoration (phlegm), headache, and diarrhea. On the other hand, for self-assessed overall knowledge of COVID-19 symptoms, as well as self-assessed knowledge of COVID-19 symptoms related to fever and fatigue, myalgia (muscle pain), pharyngodynia, nausea–vomitus, hemoptysis, and abdominal pain, the t -tests conducted showed that there are statistical differences in knowledge assessment between male and female subjects. Based on the outcomes, the paper provides marketing communication practices targeting this young generation cohort to raise awareness so that Gen Z’ers may react effectively if these symptoms are observed and, thus, request medical assistance.

Keywords: generation Z cohort; COVID-19 symptoms; knowledge assessment; gender differences; marketing communication (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2020
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