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dc.contributor.authorO'Cass, A
dc.contributor.authorGriffin, D
dc.date.accessioned2017-05-03T14:03:33Z
dc.date.available2017-05-03T14:03:33Z
dc.date.issued2006
dc.date.modified2009-10-14T22:15:46Z
dc.identifier.issn1049-5142
dc.identifier.doi10.1300/J054v15n01_05
dc.identifier.urihttp://hdl.handle.net/10072/14544
dc.description.abstractTelevision 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.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherThe Haworth Press, Inc.
dc.publisher.placeBinghamton, NY
dc.publisher.urihttp://www.informaworld.com/smpp/title~content=t792306939~db=all
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofpagefrom87
dc.relation.ispartofpageto104
dc.relation.ispartofissue1/2
dc.relation.ispartofjournalJournal of Nonprofit & Public Sector Marketing
dc.relation.ispartofvolume15
dc.rights.retentionY
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchcode3506
dc.titleAntecedents and consequences of social issue advertising believability.
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.rights.copyright© 2006 Haworth Press, Inc. Please refer to the journal website for access to the definitive, published version.
gro.date.issued2006
gro.hasfulltextNo Full Text
gro.griffith.authorGriffin, Deborah


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