The use of positive and negative appeals in social advertising: a content analysis of television ads for preventing HIV/AIDS
Author:
Funder
Fundação para a Ciência e a Tecnologia
Publisher
Springer Science and Business Media LLC
Subject
Marketing,Economics and Econometrics
Link
https://link.springer.com/content/pdf/10.1007/s12208-021-00318-y.pdf
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3. Andreasen, A. R. (2002). Marketing Social Marketing in Social Change Marketplace. Journal of Public Policy & Marketing, 21(1), 3–12.
4. Anghelcev, G., & Sar, S. (2014). In the mood for [the right kind of] social marketing communication: How congruity between consumer mood and message framing influences intentions to recycle. Journal of Social Marketing, 4(1), 38–57.
5. Antonetti, P., Baines, P., & Walker, L. (2015). From elicitation to consumption: Assessing the longitudinal effectiveness of negative emotional appeals in social marketing. Journal of Marketing Management, 31(9-10), 940–969.
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