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dc.contributor.convenorN/Aen_AU
dc.contributor.authorGriffin, Deborahen_US
dc.contributor.authorO'Cass, Aronen_US
dc.contributor.editorDr Rachel Kennedyen_US
dc.date.accessioned2017-04-24T11:17:49Z
dc.date.available2017-04-24T11:17:49Z
dc.date.issued2003en_US
dc.date.modified2008-10-31T05:50:35Z
dc.identifier.doihttp://www.anzmac.org/en_AU
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.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.format.extent388493 bytes
dc.format.mimetypeapplication/pdf
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherAMZMACen_US
dc.publisher.placeAdelaideen_US
dc.publisher.urihttp://smib.vuw.ac.nz:8081/WWW/ANZMAC2003/index.phpen_AU
dc.relation.ispartofconferencenameANZMAC 2003en_US
dc.relation.ispartofconferencetitleCelebration of ehrenberg and bass: marketing discoveries, knowledge and contributionen_US
dc.relation.ispartofdatefrom2003-12-01en_US
dc.relation.ispartofdateto2003-12-03en_US
dc.relation.ispartoflocationAdelaideen_US
dc.subject.fieldofresearchcode350204en_US
dc.titleAntecedents and Consequences of Social Issue Advertising Believabilityen_US
dc.typeConference outputen_US
dc.type.descriptionE1 - Conference Publications (HERDC)en_US
dc.type.codeE - Conference Publicationsen_US
gro.rights.copyrightCopyright remains with the authors 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.en_AU
gro.date.issued2003
gro.hasfulltextFull Text


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

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