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Antecedents and consequences of social issue advertising believability
journal contribution
posted on 2023-05-17, 05:14 authored by O'Cass, AG, Griffin, DTelevision 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.
History
Publication title
Journal of Nonprofit and Public Sector MarketingVolume
15Issue
1/2Pagination
87-104ISSN
1049-5142Department/School
TSBEPublisher
RoutledgePlace of publication
USARights statement
The definitive published version is available online at: http://www.tandf.co.uk/journalsRepository Status
- Restricted