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 attitudes toward social issues. Also, attitudes and believability influenced intention to comply with the social issue message.
Original language | English |
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Pages (from-to) | 87-104 |
Number of pages | 18 |
Journal | Journal of Nonprofit and Public Sector Marketing |
Volume | 15 |
Issue number | 1-2 |
DOIs | |
Publication status | Published - 27 Jun 2006 |
Externally published | Yes |
Keywords
- Advertising believability
- Attitudes
- Social issue advertising
- Social issue involvement