Use of Social Appeal in advertising in Marketing Communications
Keywords:
Consumer Attitudes, And Purchase Intentions, Persuasive PowerAbstract
The term "social appeal of advertising" describes a very new and exciting idea in the advertising industry. This kind of advertising appeals to the audience on a deeper level by positioning the brand in relation to a social cause and encouraging them to take action in support of that cause. It is "an integrated advertising technique that requires amalgamation of features of brand advertising with that of social marketing" as stated in the advertising concept of social appeal. The idea of advertising is growing in popularity, and along with it, the need for research. into this method. Additional drivers of this field's study requirement include the media industry's rapid expansion and companies' growing interest in CSR.
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