Sent to You by Someone Who Thinks You're Beautiful: The Effects of Regulatory Focus, Personal Involvement, and Collective Efficacy in a Social Marketing Campaign

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dc.contributor.authorJohnson, Elizabeth Anneen
dc.contributor.committeechairMagee, Robert G.en
dc.contributor.committeememberWaymer, Damion M.en
dc.contributor.committeememberWaggenspack, Beth M.en
dc.contributor.departmentCommunication Studiesen
dc.date.accessioned2014-03-14T20:34:28Zen
dc.date.adate2010-05-12en
dc.date.available2014-03-14T20:34:28Zen
dc.date.issued2010-04-21en
dc.date.rdate2010-05-12en
dc.date.sdate2010-04-27en
dc.description.abstractThis study examined attitudes and behavioral responses to a social marketing campaign'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
dc.description.degreeMaster of Artsen
dc.identifier.otheretd-04272010-154648en
dc.identifier.sourceurlhttp://scholar.lib.vt.edu/theses/available/etd-04272010-154648/en
dc.identifier.urihttp://hdl.handle.net/10919/31983en
dc.publisherVirginia Techen
dc.relation.haspartJohnson_EA_T_2010.pdfen
dc.relation.haspartJohnson_EA_T_2010_IRB.pdfen
dc.rightsIn Copyrighten
dc.rights.urihttp://rightsstatements.org/vocab/InC/1.0/en
dc.subjectcollective efficacyen
dc.subjectDoveen
dc.subjectregulatory frameen
dc.subjectsituational theoryen
dc.subjectinvolvementen
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
dc.typeThesisen
thesis.degree.disciplineCommunication Studiesen
thesis.degree.grantorVirginia Polytechnic Institute and State Universityen
thesis.degree.levelmastersen
thesis.degree.nameMaster of Artsen

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