Show simple item record

dc.contributor.authorOthman, Nur Aziemah Binte
dc.contributor.supervisorRobyn Ouschanen_US
dc.contributor.supervisorGeoffrey Jallehen_US

This thesis incorporates three studies to assess the effectiveness of alcohol advertising codes in Australia in the social media context. The results highlight several shortcomings and differences when they are used to evaluate marketing generated, user shared or user generated messages. Although the findings show the codes do not have an impact on young adults’ perception of the acceptability of ad/posts, it revealed exposure does reduce forwarding intention, ad liking and increase intention to complain.

dc.publisherCurtin Universityen_US
dc.titleThe Influence of Message Source and Advertising Regulatory Codes on Young Adults' Responses to Unacceptable Messages Posted on Social Mediaen_US
curtin.departmentSchool of Marketingen_US
curtin.accessStatusOpen accessen_US
curtin.facultyBusiness and Lawen_US

Files in this item


This item appears in the following Collection(s)

Show simple item record