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  • Antecedents and Consequences of Social Issue Advertising Believability

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    22954_1.pdf (379.3Kb)
    Author(s)
    Griffin, Deborah
    O'Cass, Aron
    Griffith University Author(s)
    Griffin, Deborah
    Year published
    2003
    Metadata
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    Abstract
    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 messages. This study focused on examining social advertising by gathering data on two social issues being advertised. The results indicate that social issue involvement influenced social advertising believability, and believability and involvement influenced attitudes toward social issues. In addition, attitude ...
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    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 messages. This study focused on examining social advertising by gathering data on two social issues being advertised. The results indicate that social issue involvement influenced social advertising believability, and believability and involvement influenced attitudes toward social issues. In addition, attitude influenced intention to comply with the social issue message.
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    Conference Title
    Celebration of ehrenberg and bass: marketing discoveries, knowledge and contribution
    Publisher URI
    https://anzmac.wildapricot.org
    Copyright Statement
    © The Author(s) 2003. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.
    Publication URI
    http://hdl.handle.net/10072/1942
    Collection
    • Conference outputs

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