Journal of Social Marketing: Volume 4 Issue 1

Gender and message appeal: their influence in a pro-environmental social advertising context

Gary Noble, Alan Pomering, Lester W. Johnson

In 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 Nadeau

The 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 Sar

The 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 Oikonomou

Given 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.

Editorial

Sharyn Rundle-Thiele