Developing public’s information transmitting behavior (ITB) model in public relations: A cross-national study |
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Authors: | Bitt Beach Moon Sung-Un Yang |
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Institution: | 1. Institute for Communication and Information, Hankuk University of Foreign Studies, Seoul, Korea;2. Department of Journalism, The Media School, Indiana University, Bloomington, Indiana, USA |
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Abstract: | The purpose of this study was to develop a multidimensional model of publics’ information transmitting behavior. Relevant literature in public relations, public communication, marketing communication, and interpersonal communication were reviewed. We composed a 6-dimensional public’s information transmitting behavior (ITB) model according to the three criteria—activeness, valence, and expressivity. The six dimensions were as follows: positive-proactive megaphoning, positive-reactive megaphoning, negative-proactive megaphoning, negative-reactive megaphoning, avoiding, and no-commenting. A series of surveys was conducted both in Korea (N = 500) and the United States (N = 500) for the development of the model. The results indicated that the 18-item ITB model was significantly reliable and valid, as we expected. Theoretical and practical implications of the findings are discussed. |
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Keywords: | Communication behavior cross-national perspective information transmitting publics situational theory of publics |
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