The effects of five public information campaigns: The role of interpersonal communication

For five Dutch public information campaigns, this study assessed whether interpersonal communication mediated the effects of exposure (to TV, radio, or online banners) on five persuasive outcomes: awareness, knowledge, attitude, intention, and self-reported behavior. Structural equation modeling was used to test 23 models relating exposure to one of these outcome variables. Few direct effects of media exposure were found (for online banners, TV, and radio in, respectively, one, four, and seven of the 23 models). In contrast, results revealed that interpersonal communication had direct effects on the outcomes in 17 of the 23 models. Moreover, indirect effects of media exposure via interpersonal communication were found for online banner, TV, and radio exposure in, respectively, eight, nine, and ten models. These results indicate that interpersonal communication plays an important role in explaining media exposure persuasive effects and should be taken into account in the development and evaluation of public information campaigns.