Conceptual Approach to the Relationship Between Social Advertising Appeals, Involvement, Attitude

Abstract

Public service advertisements are one of the important communication tools of nongovernmental organizations. Especially in recent years, the covid-19 pandemic has increased the importance of such advertisements. The subject of such advertisements that are in the public interest; promoting health, volunteering, encouraging donations, and changing/providing attitudes and behaviors with the aim of philanthropy. While these types of advertisements carry out marketing communications, they also convey their messages with some appeals elements. These appeals elements are an important building block in the correct transmission of the message and advertising effectiveness. Within the scope of this study, there is a conceptual framework on the relationship between interest and attitude of social advertising appeals. Social advertising appeals, attitude and involvement concepts are included in the study. In the application of the study results, in determining the social advertising strategies of nongovernmental organizations; In academia, it is important in terms of providing a conceptual perspective on social advertising effectiveness and guiding future studies.