Antecedents and consequences of social issue advertising believability.

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Title Antecedents and consequences of social issue advertising believability.
Author O'Cass, Aron; Griffin, Deborah
Journal Name Journal of Nonprofit & Public Sector Marketing
Year Published 2006
Place of publication Binghamton, NY
Publisher The Haworth Press, Inc.
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.
Peer Reviewed Yes
Published Yes
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Copyright Statement Copyright 2006 Haworth Press, Inc. Please refer to the journal website for access to the definitive, published version.
Volume 15
Issue Number 1/2
Page from 87
Page to 104
ISSN 1049-5142
Date Accessioned 2006-07-13
Language en_AU
Faculty Griffith Business School
Subject PRE2009-Marketing and Market Research; PRE2009-Other Commerce, Management, Tourism and Services
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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