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      The Influences of Political Values Manifested in Advertisements on Political Participation: Moderating Roles of Self-transcendence and Conservation

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          Abstract

          This study seeks to explain how political participation is influenced by cultural values manifested in political advertising. In this regard, this study proposes a model that encompasses the concepts of Schwartz’ basic human values in which self-transcendence and conservation interact with three political values manifested in advertisements, namely law and order, civil liberties and patriotism, to determine political participation. Analyses were performed on a random sample of 834 Pakistanis collected through a survey. Structural equation modelling (SEM) techniques were employed, and analysis of moment structures (AMOS) was used to determine political participation. The findings of this study revealed that self-transcendence and conservation, albeit varied intensity, interact with political values manifested in advertisements. The findings also provide theoretical and managerial implications, which are discussed in greater detail in this article.

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          Most cited references 4

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          The handbook of attitudes

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                Author and article information

                Contributors
                (View ORCID Profile)
                Journal
                Journal of Creative Communications
                Journal of Creative Communications
                SAGE Publications
                0973-2586
                0973-2594
                November 2020
                October 15 2020
                November 2020
                : 15
                : 3
                : 318-341
                Affiliations
                [1 ] Department of Communication Studies, Bahauddin Zakariya University, Multan, Punjab, Pakistan.
                [2 ] School of Multimedia Technology and Communication, Universiti Utara Malaysia, Kedah, Malaysia.
                [3 ] Curtin University Malaysia, Miri, Sarawak, Malaysia.
                [4 ] College of Communication, University of Sharjah, Sharjah, UAE.
                [5 ] Institute of Management Sciences, Bahauddin Zakariya University, Multan, Punjab, Pakistan.
                Article
                10.1177/0973258620952919
                © 2020

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