Antecedents and consequences of social issue advertising believability

Aron O'Cass*, Deborah Griffin

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

29 Citations (Scopus)


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 attitudes toward social issues. Also, attitudes and believability influenced intention to comply with the social issue message.

Original languageEnglish
Pages (from-to)87-104
Number of pages18
JournalJournal of Nonprofit and Public Sector Marketing
Issue number1-2
Publication statusPublished - 27 Jun 2006
Externally publishedYes


  • Advertising believability
  • Attitudes
  • Social issue advertising
  • Social issue involvement

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