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  • Social Marketing: Who Really Gets the Message?

    Author(s)
    Griffin, D
    O'cass, A
    Griffith University Author(s)
    Griffin, Deborah
    Year published
    2004
    Metadata
    Show full item record
    Abstract
    Advertising of social issues has become a major component of social marketing campaigns. 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 for social advertising see the advertised messages. This study focused on examining social advertising by gathering data on two social issues being advertised. Data were gathered from a sample of 156 young people. The results indicate that involvement and believability influenced attitudes toward the social issue for non-binge drinkers, ...
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    Advertising of social issues has become a major component of social marketing campaigns. 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 for social advertising see the advertised messages. This study focused on examining social advertising by gathering data on two social issues being advertised. Data were gathered from a sample of 156 young people. The results indicate that involvement and believability influenced attitudes toward the social issue for non-binge drinkers, but only involvement influenced attitudes for binge drinkers. Also, attitudes influenced intention to comply with the social issue.
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    Journal Title
    Journal of Nonprofit & Public Sector Marketing
    Volume
    12
    Issue
    2
    Publisher URI
    http://www.informaworld.com/smpp/title~content=t792306939~db=all
    DOI
    https://doi.org/10.1300/J054v12n02_07
    Copyright Statement
    © 2004 Haworth Press. Reproduced in accordance with the copyright policy of the publisher. This journal is available online - use hypertext links. This is the author-manuscript version of this paper.
    Subject
    Marketing
    Publication URI
    http://hdl.handle.net/10072/5411
    Collection
    • Journal articles

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