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dc.contributor.authorGriffin, Deborahen_US
dc.contributor.authorO'Cass, Aronen_US
dc.contributor.editorWalter W Wymer Jr.en_US
dc.date.accessioned2017-05-03T14:03:32Z
dc.date.available2017-05-03T14:03:32Z
dc.date.issued2004en_US
dc.date.modified2009-10-14T22:14:02Z
dc.identifier.issn10495142en_US
dc.identifier.doi10.1300/J054v12n02_07en_AU
dc.identifier.urihttp://hdl.handle.net/10072/5411
dc.description.abstractAdvertising 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.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherHaworth Press, Inc.en_US
dc.publisher.placeUnited Statesen_US
dc.publisher.urihttp://www.informaworld.com/smpp/title~content=t792306939~db=allen_AU
dc.relation.ispartofpagefrom129en_US
dc.relation.ispartofpageto147en_US
dc.relation.ispartofedition2004en_US
dc.relation.ispartofissue2en_US
dc.relation.ispartofjournalJournal of Nonprofit & Public Sector Marketingen_US
dc.relation.ispartofvolume12en_US
dc.subject.fieldofresearchcode350204en_US
dc.titleSocial Marketing: Who Really Gets the Message?en_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.rights.copyrightCopyright 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.en_AU
gro.date.issued2004
gro.hasfulltextNo Full Text


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