Social Marketing: Who Really Gets the Message?

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Title Social Marketing: Who Really Gets the Message?
Author Griffin, Deborah; O'Cass, Aron
Journal Name Journal of Nonprofit & Public Sector Marketing
Editor Walter W Wymer Jr.
Year Published 2004
Place of publication United States
Publisher Haworth Press, Inc.
Abstract Advertising of social issues has become a major component of social marketing campaigns. 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 for social advertising see the advertised messages. This study focused on examining social advertising by gathering data on two social issues being advertised. Data were gathered from a sample of 156 young people. The results indicate that involvement and believability influenced attitudes toward the social issue for non-binge drinkers, but only involvement influenced attitudes for binge drinkers. Also, attitudes influenced intention to comply with the social issue.
Peer Reviewed Yes
Published Yes
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Copyright Statement Copyright 2004 Haworth Press. Reproduced in accordance with the copyright policy of the publisher. This journal is available online - use hypertext links. This is the author-manuscript version of this paper.
Volume 12
Issue Number 2
Edition 2004
Page from 129
Page to 147
ISSN 1049-5142
Date Accessioned 2005-02-16
Language en_AU
Faculty Griffith Business School
Subject PRE2009-Marketing and Market Research
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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