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

This 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.

Name thesis:degree_name

Master of Arts

Level thesis:degree_level

masters

Discipline thesis:degree_discipline

Communication Studies

Department dc:contributor.department

Communication Studies

Grantor dc:publisher

Virginia Tech

Year dc:date.issued

2010

Author dc:creator

• Johnson, Elizabeth Anne

Chair dc:contributor.committeechair

• Magee, Robert G.

Committee members dc:contributor.committeemember

• Waymer, Damion M.
• Waggenspack, Beth M.

• collective efficacy
• Dove
• regulatory frame
• situational theory
• involvement

Statement dc:rights

• In Copyright

Licence dc:rights.uri

• http://rightsstatements.org/vocab/InC/1.0/

Dc Identifier Other

etd-04272010-154648

OAI identifier oai:identifier

oai:vtechworks.lib.vt.edu:10919/31983