2024
DOI: 10.1108/jsocm-07-2023-0159
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Impact of source credibility on behavioural responses to a mental health promotion social marketing campaign

Robert J. Donovan,
Geoffrey Jalleh,
Catherine Drane

Abstract: Purpose Source credibility is a key influencing factor across both commercial and social marketing. It is perhaps even more important for the latter given that the issues under consideration generally have substantial implications for both individual and societal health and well-being. The Act-Belong-Commit campaign is a world-first population-wide application of social marketing in the area of positive mental health promotion. This study aims to focus on the perceived credibility of the Act-Belong-Commit camp… Show more

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