Antecedents and consequences of social issue advertising believability.
Abstract
Television advertising of social issues has become an important element of social marketing. However, little assessment of social advertising believability has been undertaken. This is further compounded by a lack of attention to the antecedents and consequences of how believable the target audience see the advertised message. This study focused on examining social advertising by gathering data on two social issues being advertised. The results indicate that involvement and attention paid to social advertising influenced social advertisement believability, and believability and involvement influenced intention to comply with the social issue message.
Journal Title
Journal of Nonprofit & Public Sector Marketing
Volume
15
Issue
1/2
Copyright Statement
© 2006 Haworth Press, Inc. Please refer to the journal website for access to the definitive, published version.