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Effective post-disaster communication is essential for destination marketing organizations to encourage visitors following natural disasters. This research aimed to analyze the impact of two typical types of post-disaster communication messages – solidarity messages and testimonial messages – on post-disaster visiting intention. This research proposes effective communication strategies for post-disaster destination marketing.

For the case of Jiuzhai Valley, China, which experienced market recovery after two years of rebuilding following a 2017 earthquake, this study designed three contextual experiments based on post-disaster communication scenarios on the Internet and social media to test the causal chain between recovery message types and post-disaster visiting intentions. The data were analyzed using analysis of variance, independent samples t-tests, and the bootstrap method.

The results indicate that both solidarity messages and testimonial messages evoked higher visiting intention than the no-message group. However, solidarity messages (vs testimonial messages) were more effective when shared on the destination management organization's official account than when they were shared on an influencer's account, with their effects being mediated by the symbolic – as opposed to the hedonic – value of tourist behavior.

Destination management organizations should actively carry out marketing communication through the Internet and social media for areas that have experienced disasters. Crisis communicators should consider inviting popular social media influencers to visit the destination and share their experiences to enhance market confidence, while also paying more attention to the operation of official social media accounts.

This study sheds light on the use of the Internet and social media as tools for post-disaster marketing. By expanding on post-disaster communication theory, this study fills a research gap regarding the effectiveness of tourism marketing strategies after a crisis.

This study aims to examine the effects of different types of endorsers (expert vs consumer vs celebrity) in testimonial vs non-testimonial message contexts on consumers’ responses toward direct-to-consumer advertising (DTCA).

An online experiment was conducted with a 3 (endorser type: expert vs consumer vs celebrity) × 2 (message type: testimonial vs non-testimonial) plus control group (no endorser, no testimonial) factorial design to assess the various dependent variables.

Perceived source credibility and similarity was significantly different across the endorser types, and the expert endorser (i.e. a doctor) generated the highest mean level of source credibility, while consumer endorsers generate the highest mean source similarity. The interaction of endorser type and message type significantly impacted ad believability and skepticism. Specifically, the endorser type factor had a significant impact on the dependent variables only in the testimonial ad condition, but not in the non-testimonial ad condition. The effects were mediated by source credibility.

While the focused results show celebrities may not be the strongest choice to endorse when using testimonials, the overall lack of main effect of testimonials lends to the possibility of a plateauing of effects with the various appeals used in DTC ads. DTCA has now been around for over 20 years, and this study lends to the possibility consumers are becoming unaffected by the various appeals used by pharmaceutical manufactures and only respond when a multitude of personally relevant factors are in place.

This article aims to examine the US history of practices that mask the marketing content of messages to consumers and of the public policy approaches taken towards such practices.

This research examines both primary sources such as legal challenges and contemporary writings as well as secondary sources.

The US legal/regulatory system has been examining practices that mask the marketing content of communications for over 125 years. Fully masked messages were initially regulated under postal service laws and publisher self‐regulatory codes. Partially masked messages, e.g. testimonials, were examined first by courts and later by regulatory and industry self‐regulatory agencies. These diverse sources of regulation led to diverse approaches and in part explain the modern preference for information disclosure over prohibiting the masking of marketing messages.

Modern analysis of these practices ignores their history and the historical evolution of their regulation. This article not only reveals a rich regulatory history, but also suggests that modern policy should treat the broad array of masking practices consistently and correct current policy approaches that are based on historical development rather than modern public policy analysis and concerns.

This chapter attends to the fact that research has revealed much about the importance of parents in this process, especially their increased instructional roles when their children undertake online courses. However, little is known about how online curriculum vendors construct the parents of their potential enrollees in order to make online learning an appealing option.

This research examined what these testimonials revealed about how such companies conceptualize the beliefs parents of potential students. Inductive narrative theme analysis was used to analyze the testimonials.

The findings of this research revealed a characterization of parents as providers of access to online learning, organizers of schedules around online learning, and leveraging time working online as space to nurture and support their children’s academic development. The major plotline of these testimonials is one where parents solve problems for their children, who are not being successful in school, which resolves anxiety about a child’s previous school performance and their future as students. For the parents, the benefit to this enrollment is increased feelings of efficacy.

This research comments on the role of narrative in educational decision-making in general and has additional potential to inform online teacher work with parents.

The value in this chapter lies in the author’s unique approach to inquiry. Very little research on online learning has looked critically at what vendors promise in online learning.

The purpose of this research is to help tourism marketers maximize the persuasiveness of their websites toward the objective of increasing visitation to their destination.

The paper describes a two‐part research project: a content analysis of websites to determine the most frequently used elements; and an experiment wherein respondents view one of ten randomly assigned websites and complete a survey about the credibility, message strength, and persuasiveness of that site.

Results support the importance of message credibility to message strength, and that both may impact on change of propensity to visit a destination. It also points out new information about website elements. While more organic website elements such as testimonials and web cams are expected to affect the most change, they do not. Rather, information on fundamental elements such as accommodations and attractions has the most effect on message credibility, and on respondents' change in propensity to visit a destination.

Substantial differences exist in the persuasiveness of various tourism websites. Website elements concerning basic information seem to induce the most positive changes. Therefore, funds and energy to develop and maintain novel website elements such as web cams, guest books, message boards and e‐cards may not be worth the effort when it comes to increasing visitation.

The purpose of this paper is to analyze message features of fear appeals in current British road safety campaigns directed against mobile phone use while driving and to discuss barriers to explicit theory use in campaign message design.

This message-centred research takes a qualitative content analytical approach to analyze nine British web-based road safety campaigns directed against mobile phone use while driving based on the extended parallel process model. Message content and message structure are analyzed.

There still exists a gap between theory and road safety campaign practice. The study reveals that campaigns with fear appeals primarily use threatening messages but neglect efficacy-based contents. Severity messages emerge as the dominant content type while self-efficacy and response efficacy are hardly represented. Fear appeal content in the threat component was mainly communicated through the mention of legal, financial and physical harm, whereas efficacy messages communicated success stories and encouragement. As regards message structure, the threat component always preceded the efficacy component. Within each component, different patterns emerged.

To enhance efficacy in campaigns directed against distracted driving and to reduce the gap between theory and practice, social marketers should include messages that empower recipients to abstain from mobile phone use while driving. Campaigns should show recommended behaviours and highlight their usefulness and effectiveness.

This paper adds to limited research conducted on effect-independent message properties of fear appeals. It enhances understanding of fear appeal message features across the structure and content dimension. By discussing barriers to explicit theory use in social marketing practice and offering practical implications for social marketers, it contributes towards reducing the barriers to explicit theory use in campaign message design.

In the field of public relations and communication management, message evaluation has been one of the starting points for evaluation and measurement research at least since the 1970s. Reliable and valid message evaluation has a central role in message effects research and campaign design in other disciplines as well as communication science. The purpose of this paper is to offer a message testing protocol to efficiently acquire valid and reliable message evaluation data.

A message testing protocol is described in terms of how to conceptualize and evaluate the content and format of messages, in terms of procedures for acquiring and testing messages and in terms of using efficient, reliable and valid measures of perceived message effectiveness (PME) and perceived argument strength (PAS). The evidence supporting the reliability and validity of PME and PAS measures is reviewed.

The message testing protocol developed and reported is an efficient, reliable and valid approach for testing large numbers of messages.

Researchers’ ability to select candidate messages for subsequent deeper testing, for various types of communication campaigns, and for research in theory testing contexts is facilitated. Avoiding the limitations of using a single instance of a message to represent a category (also known as the case-category confound) is reduced.

Communication campaign designers are armed with tools to assess messages and campaign concepts quickly and efficiently, reducing pre-testing time and resources while identifying “best-in-show” examples and prototypes.

Message structures are conceptualized in terms of content and format features using theoretically driven constructs. Measures of PAS and PME are reviewed for their reliability, construct and predictive validity, finding that the measures are acceptable surrogates for actual effectiveness for a wide variety of messages and applications. Coupled with procedures that reduce confounding by randomly nesting messages within respondents and respondents to messages, the measures used and protocol deployed offer an efficient and utilitarian approach to message testing and modeling.

In response to a call for greater attention to the mental health promotion needs of older people, this study aims to identify those aspects of mental health messages that may be particularly effective with older audiences.

Individual interviews and focus groups were conducted with 111 Australians aged 40 years and older.

A low level of knowledge relating to mental health issues and the confounding of mental health with mental illness resulted in participants stating a preference for health experts, government officials, and high‐profile and “everyday” individuals who have successfully recovered from mental illness as spokespeople for mental health messages. A common theme was that spokespersons should have evident and extensive knowledge of .mental illness, either through qualifications, occupation, or personal experience.

The findings demonstrate the highly negative connotations surrounding mental illness and the lack of familiarity with the concept of positive mental health. There is much scope to educate the public about the importance of staying mentally healthy and how this outcome may be achieved.

The objective of this paper is to study the relevance of a specific approach to services advertising by testing the absolute and relative impact of the product/service variable on advertising strategy.

A content study of 4,233 press advertisements, taken from generalist magazines, was conducted using an original analytical framework based on competitive advantage. This framework was used to measure the impact on the advertising strategy of the following variables: type of offer, type of market and industry.

The research indicates that three variables significantly influence advertising strategy: type of offer, type of market, and industry. However, the type of industry is the most influential variable. The study shows that the product/service contrast alone cannot adequately explain the choice of advertising strategy.

The conclusions indicate that the product‐service variable should not be used in isolation, but rather in combination with other variables such as the type of target and the nature of the sector. The research, however, does not enable one to determine the relevance of the advertising choices highlighted.

The framework can enable one to link marketing strategy to advertising strategy. It enables one to clearly pose the problem of advertising strategy upstream from questions of creative approach and executional tools.

This research shows that the product/service variable is not the best explanatory variable of the advertising strategy.

The purpose of this research project was to improve public awareness to improve public awareness of the importance of energy conservation and to improve the use of simple conservation strategies. A thorough evaluation of the net gain from the numerous energy campaigns rolled out to the public every year is lacking. This study conducted pre- and post-campaign surveys and focus groups to evaluate one campaign’s impact on self-reported energy behaviors.

The campaign used television public service announcements and a website to improve awareness of the city’s efforts to conserve energy and to increase individual energy conservation practices. Focus groups (n = 40) were used to identify common barriers to conservation, and pre- and post-surveys (n = 533, 479) were conducted to evaluate the campaign’s effectiveness.

Results indicated that the campaign increased positive changes in changing light bulbs and confidence in taking action to turn down thermostats, unplug devices and turn off lights. While follow-up research is needed on the precise mechanism of the psychological process at work, the findings are consistent with the concepts of self and response efficacy as needed components of any behavior change. The authors advocate the adoption of research-informed message design to maximize communication campaign effects.

This paper demonstrates how the combination of three prominent persuasion theories can be used to develop behavior change campaigns. Also, it is one of the few studies to evaluate the effectiveness of the Energy Star campaign.