Differential impact of Web site content: Exploring the influence of source (public relations versus news), modality,and participation on college students’ perceptions |
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| Authors: | Spiro Kiousis Daniela V. Dimitrova |
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| Affiliation: | 1. Department of Public Relations, University of Florida, P.O. Box 118400, Gainesville, FL 32611-8400, USA;2. Greenlee School of Journalism & Communication, Iowa State University, Ames, IA 50011, USA |
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| Abstract: | ![]()
This experiment examined the impact of source, modality, and participation on perceptions of credibility, salience, attitudes, and general Web site evaluation. The data showed no significant differences between online stories coming from either public relations or news sources on any of the study's dependent variables. However, significant differences did emerge for the effects of multimedia and audience engagement. |
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| Keywords: | Online public relations Modality Credibility Salience Interactivity Persuasion |
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