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dc.contributor.authorGriffin, D
dc.contributor.authorO'cass, A
dc.contributor.editorWalter W Wymer Jr.
dc.date.accessioned2017-05-03T14:03:32Z
dc.date.available2017-05-03T14:03:32Z
dc.date.issued2004
dc.date.modified2009-10-14T22:14:02Z
dc.identifier.issn1049-5142
dc.identifier.doi10.1300/J054v12n02_07
dc.identifier.urihttp://hdl.handle.net/10072/5411
dc.description.abstractAdvertising 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.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherHaworth Press, Inc.
dc.publisher.placeUnited States
dc.publisher.urihttp://www.informaworld.com/smpp/title~content=t792306939~db=all
dc.relation.ispartofpagefrom129
dc.relation.ispartofpageto147
dc.relation.ispartofedition2004
dc.relation.ispartofissue2
dc.relation.ispartofjournalJournal of Nonprofit & Public Sector Marketing
dc.relation.ispartofvolume12
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchcode3506
dc.titleSocial Marketing: Who Really Gets the Message?
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.rights.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.
gro.date.issued2004
gro.hasfulltextNo Full Text
gro.griffith.authorGriffin, Deborah


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