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Political campaign advertising: Believe it or not
journal contribution
posted on 2023-05-17, 05:16 authored by O'Cass, AGThe extent that political advertising in elections is believed by voters' is an important issue for public policy, political marketing, and marketing in general. Much effort and funding is devoted to communicating with voters' during elections via advertising. This study examined political advertising believability and three potential antecedents of believability during an election. The data were gathered via a random sample of voters immediately following an election and the results indicate that believability is influenced by a voters' involvement, perceived control and satisfaction and that party preference plays a key role in believability of competing campaigns.
History
Publication title
Journal of Nonprofit and Public Sector MarketingVolume
14Pagination
205-246ISSN
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