The Effect of Teaching Method Type and Quality of Golf Lesson Pro. on Learning Efficiency and Continuous Participation Intention in Golf Practice Range

이도희,; 김병식,

doi:10.51979/kssls.2015.08.61.405

Cited by 1 publication

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“…Informativeness failed to affect consumer attitude towards the advertising with a social message, contrary to our predictions. Informativeness is less likely to play a significant role in developing a positive consumer attitude towards this kind of advertisements, which is contrary to the studies of Schlosser et al (1999), Chen and Wells (1999), Chen and Hitt (2002), and Lee (2013). That is, while informativeness is essential in itself, it is unlikely to be effective enough to establish a favorable attitude towards the advertisement with a social message.…”

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confidence: 77%

Do advertisements with a social message elevate subjective well‐being?: An examination of empirical associations

Manzoor,

ul Haq

2023

Business and Society Review

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Advertising, a form of publicity, can pass on a social message so that people understand their sobligation towards society. The purpose of this study was to look into how consumers responded to socially conscious advertisements. This study conceptualizes the antecedents of attitude towards commercial advertisements that incorporate the social message, including advertising creativity, informativeness, and emotional appeal; each one can influence consumers' behavior. This study also examined the relationship between (i) Attitude towards the ad with a social message and purchase intention of the consumer and (ii) Purchase intention of the consumer and subjective well‐being. The interrelationships in the proposed model were investigated using structural equation modeling (SEM). A quantitative survey of university students was conducted in order to gather the data, which was based on an experiment. A field survey of 395 students was conducted to test the hypotheses. The results of the empirical tests confirm that attitude towards the advertisement positively affects the purchase intention of the consumer and that advertising creativity and emotional appeal are the key predictors of attitude towards the advertisement that highlights a social issue. And, purchase intention positively influences the subjective well‐being of the consumers. This paper contributes to the theory by giving new insight into the advertising literature. It also provides the necessary knowledge to marketers and advertisers on commercial advertisements incorporating a social message and the subjective well‐being of consumers.

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