HIV/Aids fear appeal advertisements directed at different market segments: Some considerations for corporate sponsors and NPO’s
The purpose of social advertising is to influence human behaviour for societal benefit. Given concern about the Aids pandemic in South Africa, this study used structural equation modelling and partial least squares to investigate whether the use of fear in social advertising increases the likelihood...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
AOSIS
2013-12-01
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| Series: | South African Journal of Business Management |
| Online Access: | https://sajbm.org/index.php/sajbm/article/view/169 |