Table of contents
Gender and message appeal: their influence in a pro-environmental social advertising context
Gary Noble, Alan Pomering, Lester W. JohnsonIn this article, message appeals along with the moderating effect of gender are examined on frequently used measures of ad effectiveness (i.e. ad likability, attitude to the…
Financing social marketing programs through sponsorship: implications for evaluation
Judith Madill, Norm O'Reilly, John NadeauThe purpose of this paper is to report on research designed to assess the impact of sponsorship financing of social marketing initiatives on the evaluation of those social…
In the mood for [the right kind of] social marketing communication: How congruity between consumer mood and message framing influences intentions to recycle
George Anghelcev, Sela SarThe effectiveness of social marketing communication should depend both on message features and on the psychological characteristics of message recipients. This premise was tested…
Anti-child-abuse ads: believability and willingness-to-act
Michael Hyman, Haseeb Shabbir, Simos Chari, Aikaterini OikonomouGiven their expense, the psycho-dynamic they induce among many viewers, and the lack of empirical evidence for their efficacy, studies to assess anti-child-abuse ad campaigns are…
Reflections on a decade in social marketing
Andrew McAuley– The purpose of this paper is to reflect on trends within social marketing after ten years of involvement with the field, including being co-founding editor of this journal.
ISSN:
2042-6763Online date, start – end:
2011Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Ann-Marie Kennedy