Antecedents and Consequences of Social Issue Advertising Believability

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Title Antecedents and Consequences of Social Issue Advertising Believability
Author Griffin, Deborah; O'Cass, Aron
Publication Title Celebration of ehrenberg and bass: marketing discoveries, knowledge and contribution
Editor Dr Rachel Kennedy
Year Published 2003
Place of publication Adelaide
Publisher AMZMAC
Abstract 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 messages. This study focused on examining social advertising by gathering data on two social issues being advertised. The results indicate that social issue involvement influenced social advertising believability, and believability and involvement influenced attitudes toward social issues. In addition, attitude influenced intention to comply with the social issue message.
Peer Reviewed Yes
Published Yes
Publisher URI http://smib.vuw.ac.nz:8081/WWW/ANZMAC2003/index.php
Alternative URI http://www.anzmac.org/
Copyright Statement Copyright remains with the authors 2003. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.
ISBN 0868039837
Conference name ANZMAC 2003
Location Adelaide
Date From 2003-12-01
Date To 2003-12-03
URI http://hdl.handle.net/10072/1942
Date Accessioned 2004-03-04
Language en_AU
Subject Marketing and Market Research
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1

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