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Antecedents and consequences of social issue advertising believability


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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DOI: doi:10.1300/J054v15n01_05


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 research methodology
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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