| dc.description.abstract | The uncontrollable increase in various social issues has caused practitioners all over
the world to apply fear appeals in social advertising in order to influence people’ attitudes
and behaviors. Traffic accident is currently one of the unsolved social problems in
Vietnam. Bad consequence because of not using helmet is a major concern whilst some
social advertising campaigns have not seemed to produce the expected results yet. In this
study, the quantitative research is used to investigate whether the use of fear appeal in
social advertising can increase the likelihood of adopting appropriate behavior pertaining
to injury of not using helmet prevention. Fear, attitude, severity, susceptibility and
efficacies towards the advertisements are examined to ascertain the influence of fear
appeals on a Vietnamese behavioral intent. Structural Equation Modelling was used to test
the proposed model, analyzing the data from a sample of 345 respondents with diverse
backgrounds. The result of this study shows the relationship between factors of proposed
model and finally concludes that all proposed factors have significant effect on the Fear of
respondents, excepting the Perceived Susceptibility. Meanwhile, this research also proves
that Fear positively impacts on the behavioral intention in social advertising. The research
provides practical implication and recommendation to the “Children also need a helmet”
campaign and other later programs related to helmet and traffic accident. Finally, the
findings of this research also contribute to the insights of Vietnamese toward social
marketing, to the marketing field and to further researches.
Keyword: Fear appeal, Social Advertising, Behavioral Intent, and Vietnam. | en_US |
