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  • Antecedents and consequences of social issue advertising believability.

    Author
    O'Cass, Aron
    Griffin, Deborah
    Year published
    2006
    Metadata
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    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
    Publisher URI
    http://www.informaworld.com/smpp/title~content=t792306939~db=all
    DOI
    https://doi.org/10.1300/J054v15n01_05
    Copyright Statement
    © 2006 Haworth Press, Inc. Please refer to the journal website for access to the definitive, published version.
    Publication URI
    http://hdl.handle.net/10072/14544
    Collection
    • Journal articles

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