说服性广告对拉近社会距离的作用

IF 1.2 4区管理学 Q4 BUSINESS

Canadian Journal of Administrative Sciences-Revue Canadienne Des Sciences De L Administration Pub Date : 2023-12-30 DOI:10.1002/cjas.1742

Mohamed Hatem BelhadjYoussef, Alia Besbes Sahli

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引用次数: 0

摘要

本研究旨在检验在冠状病毒面前鼓励拉开社会距离的劝说性广告的影响。对 208 人的调查发现，这种传播的效果主要取决于对广告的态度和对推荐效果的感知。然而，虽然消费者的倾向性怀疑对其广告态度的负面影响已得到证实，但对广告主的信任以及情景怀疑和利他主义的调节作用的影响尚未确定。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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L'efficacité des annonces publicitaires persuasives incitant à la distanciation sociale

This research aims to test the impact of persuasive ads encouraging social distancing in the face of the coronavirus. A survey of 208 individuals found that the effectiveness of this communication depends mainly on the attitude toward the advertisement and the perceived effectiveness of the recommendation. However, while the negative impact of consumers' dispositional skepticism on their attitude toward the advertisement has been confirmed, the impact of trust in the advertiser, as well as the moderating effects of situational skepticism and altruism have not been established.

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来源期刊

Canadian Journal of Administrative Sciences-Revue Canadienne Des Sciences De L Administration Multiple-

CiteScore

3.40

自引率

13.60%

发文量

期刊介绍： The Canadian Journal of Administrative Sciences (CJAS) is a multidisciplinary, peer-reviewed, international quarterly that publishes manuscripts with a strong theoretical foundation. The journal welcomes literature reviews, quantitative and qualitative studies as well as conceptual pieces. CJAS is an ISI-listed journal that publishes papers in all key disciplines of business. CJAS is a particularly suitable home for manuscripts of a crossdisciplinary nature. All papers must state in an explicit and compelling way their unique contribution to advancing theory and/or practice in the administrative sciences.