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Published in:
2015 | OriginalPaper | Chapter
Social Advertising: Effects of Dominance and Fit on Attitudes and Behavioral Intentions
Authors : Sridhar Samu, Walter W. Wymer Jr.
Published in: Proceedings of the 2002 Academy of Marketing Science (AMS) Annual Conference
Publisher: Springer International Publishing
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Social Alliances (or business/nonprofit collaborations) have shown tremendous growth in recent years and demonstrate the potential to grow at an even faster rate. However, these alliances have typically been examined in specific and limited contexts, e.g., cause-related marketing, sponsorships, etc. It is only recently that there have been attempts to take a unified approach to investigate this topic, but without examining how social alliances should be communicated to consumers. With the growth in new forms of social alliances, it is necessary to identify the consequences for both organizations when they communicate to consumers through social advertising.