Are the People Listening to Government's Good Advice: Source Credibility in Government Attributed Social Marketing Messages

About this item

Title

Are the People Listening to Government's Good Advice: Source Credibility in Government Attributed Social Marketing Messages

Content partner

Victoria University of Wellington

Collection

Open Access Victoria University of Wellington

Description

During 2008, the New Zealand government conducted over 53 separate social marketing programmes aimed at improving the lifestyle and behaviours of the New Zealand people. This situation has provided a niche environment to study the impact of high-volume government-attributed social marketing advertising on the source credibility of the government (where the government is the main source and sponsor of social marketing). The research data was collected through fourteen semi-structured in-depth ...

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Format

Research paper

Research format

Scholarly text / Thesis

Thesis level

Masters

Date created

2010

Creator

Millard, A. D. (Andy)

URL

https://figshare.com/articles/thesis/Are_the_People_Listening_to_Government_s_Good_Advice_Source_...

Related subjects

Other commerce, management, tourism and services not elsewhere classified / Repetition effect / Persuasion / New Zealand / School: School of Marketing and International Business / Business and Management not elsewhere classified / Marsden: 350200 Business and Management / Degree Discipline: Marketing / Degree Level: Masters / Degree Name: Master of Commerce and Administration

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