Browsing School of Journalism (MU) by Title "How people respond to advocacy messages: the impact of message source and media platform on attitude in a nonprofit environment"
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How people respond to advocacy messages: the impact of message source and media platform on attitude in a nonprofit environment
(University of Missouri--Columbia, 2014)This paper investigates the role of message source and (social) media channels in determining consumer response to nonprofit advertising. After reviewing relevant literature, a summary model that focuses on attitude change, ...