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dc.contributor.authorJohnson, Elizabeth Anneen_US
dc.date.accessioned2014-03-14T20:34:28Z
dc.date.available2014-03-14T20:34:28Z
dc.date.issued2010-04-21en_US
dc.identifier.otheretd-04272010-154648en_US
dc.identifier.urihttp://hdl.handle.net/10919/31983
dc.description.abstractThis study examined attitudes and behavioral responses to a social marketing campaignâ s video messages. Independent variables in the study were the regulatory framing of the campaign message, personal involvement, and collective efficacy. Results revealed main effects of both collective efficacy and personal involvement on attitude toward the brand, attitude toward the issues, and behavioral intentions. Significant interactions between collective efficacy and the regulatory frame of the video were found to affect the dependent variables. Gender was also found to significantly moderate the findings. Theoretical implications and practical implications are discussed.en_US
dc.publisherVirginia Techen_US
dc.relation.haspartJohnson_EA_T_2010.pdfen_US
dc.relation.haspartJohnson_EA_T_2010_IRB.pdfen_US
dc.rightsI hereby certify that, if appropriate, I have obtained and attached hereto a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. I hereby grant to Virginia Tech or its agents the non-exclusive license to archive and make accessible, under the conditions specified below, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report.en_US
dc.subjectcollective efficacyen_US
dc.subjectDoveen_US
dc.subjectregulatory frameen_US
dc.subjectsituational theoryen_US
dc.subjectinvolvementen_US
dc.titleSent to You by Someone Who Thinks You're Beautiful: The Effects of Regulatory Focus, Personal Involvement, and Collective Efficacy in a Social Marketing Campaignen_US
dc.typeThesisen_US
dc.contributor.departmentCommunication Studiesen_US
dc.description.degreeMaster of Artsen_US
thesis.degree.nameMaster of Artsen_US
thesis.degree.levelmastersen_US
thesis.degree.grantorVirginia Polytechnic Institute and State Universityen_US
thesis.degree.disciplineCommunication Studiesen_US
dc.contributor.committeechairMagee, Robert G.en_US
dc.contributor.committeememberWaymer, Damion M.en_US
dc.contributor.committeememberWaggenspack, Beth M.en_US
dc.identifier.sourceurlhttp://scholar.lib.vt.edu/theses/available/etd-04272010-154648/en_US
dc.date.sdate2010-04-27en_US
dc.date.rdate2010-05-12
dc.date.adate2010-05-12en_US


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