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dc.contributor.authorO'Cass, Aronen_US
dc.contributor.authorGriffin, Deborahen_US
dc.date.accessioned2017-05-03T14:03:33Z
dc.date.available2017-05-03T14:03:33Z
dc.date.issued2006en_US
dc.date.modified2009-10-14T22:15:46Z
dc.identifier.issn10495142en_US
dc.identifier.doi10.1300/J054v15n01_05en_AU
dc.identifier.urihttp://hdl.handle.net/10072/14544
dc.description.abstractTelevision 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.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherThe Haworth Press, Inc.en_US
dc.publisher.placeBinghamton, NYen_US
dc.publisher.urihttp://www.informaworld.com/smpp/title~content=t792306939~db=allen_AU
dc.relation.ispartofstudentpublicationNen_AU
dc.relation.ispartofpagefrom87en_US
dc.relation.ispartofpageto104en_US
dc.relation.ispartofissue1/2en_US
dc.relation.ispartofjournalJournal of Nonprofit & Public Sector Marketingen_US
dc.relation.ispartofvolume15en_US
dc.rights.retentionYen_AU
dc.subject.fieldofresearchcode350204en_US
dc.subject.fieldofresearchcode359999en_US
dc.titleAntecedents and consequences of social issue advertising believability.en_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.rights.copyrightCopyright 2006 Haworth Press, Inc. Please refer to the journal website for access to the definitive, published version.en_AU
gro.date.issued2006
gro.hasfulltextNo Full Text


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