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Antecedents and consequences of social issue advertising believability
Citation
O'Cass, AG and Griffin, D, Antecedents and consequences of social issue advertising believability, Journal of Nonprofit and Public Sector Marketing, 15, (1/2) pp. 87-104. ISSN 1049-5142 (2006) [Refereed Article]
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Copyright Statement
The definitive published version is available online at: http://www.tandf.co.uk/journals
Official URL: http://www.tandf.co.uk/journals
DOI: doi:10.1300/J054v15n01_05
Abstract
Television 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 message. This study focused on examining social advertising by gathering data on two social issues being advertised. The results indicate that involvement and attention paid to social advertising influenced social advertisement believability, and believability and involvement influenced intention to comply with the social issue message.
Item Details
| Item Type: | Refereed Article |
|---|---|
| Keywords: | business studies, 350204, 359999, PRE2009-Marketing and Market Research, PRE2009-Other Commerce, Management, Tourism and Services |
| Research Division: | Commerce, Management, Tourism and Services |
| Research Group: | Marketing |
| Research Field: | Marketing Measurement |
| Objective Division: | Economic Framework |
| Objective Group: | Management and Productivity |
| Objective Field: | Marketing |
| UTAS Author: | O'Cass, AG (Professor Aron O'Cass) |
| ID Code: | 68135 |
| Year Published: | 2006 |
| Deposited By: | Management |
| Deposited On: | 2011-03-09 |
| Last Modified: | 2011-04-06 |
| Downloads: | 13 View Download Statistics |
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