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dc.contributor.convenorN/A
dc.contributor.authorGriffin, Deborah
dc.contributor.authorO'Cass, Aron
dc.contributor.editorDr Rachel Kennedy
dc.date.accessioned2017-05-03T14:03:29Z
dc.date.available2017-05-03T14:03:29Z
dc.date.issued2003
dc.date.modified2008-10-31T05:50:35Z
dc.identifier.urihttp://hdl.handle.net/10072/1942
dc.description.abstractAdvertising 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.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.format.extent388493 bytes
dc.format.mimetypeapplication/pdf
dc.languageEnglish
dc.language.isoeng
dc.publisherAMZMAC
dc.publisher.placeAdelaide
dc.publisher.urihttps://anzmac.wildapricot.org
dc.relation.ispartofconferencenameANZMAC 2003
dc.relation.ispartofconferencetitleCelebration of ehrenberg and bass: marketing discoveries, knowledge and contribution
dc.relation.ispartofdatefrom2003-12-01
dc.relation.ispartofdateto2003-12-03
dc.relation.ispartoflocationAdelaide
dc.subject.fieldofresearchcode350204
dc.titleAntecedents and Consequences of Social Issue Advertising Believability
dc.typeConference output
dc.type.descriptionE1 - Conferences
dc.type.codeE - Conference Publications
gro.rights.copyright© 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.
gro.date.issued2003
gro.hasfulltextFull Text
gro.griffith.authorGriffin, Deborah


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  • Conference outputs
    Contains papers delivered by Griffith authors at national and international conferences.

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