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Effects of Congruity, Sponsor Type, and News Story Valence on E-newspaper Outcomes

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Abstract:

This study examined the effects of sponsorships on attitudes and behavioral intent toward electronic newspapers. The method was a 2 (sponsor congruity) x 2 (sponsor type) x 2 (news story valence) x 2 (news story topic) within-subjects experiment. Nonprofit sponsors and negative news stories yielded higher ratings of news story credibility, e-newspaper credibility, and attitude toward the e-newspaper than commercial sponsors and positive stories. No significant effects were found for sponsor congruity.

Most Common Document Word Stems:

sponsor (156), news (148), stori (133), newspap (129), e (111), e-newspap (92), effect (80), credibl (76), congruiti (65), sponsorship (59), toward (47), journal (46), m (44), advertis (43), posit (35), p (35), research (34), negat (33), attitud (32), studi (28), type (28),
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Association:
Name: Association for Education in Journalism and Mass Communication
URL:
http://www.aejmc.org


Citation:
URL: http://citation.allacademic.com/meta/p272685_index.html
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MLA Citation:

Heim, Kyle. and Rodgers, Shelly. "Effects of Congruity, Sponsor Type, and News Story Valence on E-newspaper Outcomes" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Marriott Downtown, Chicago, IL, Aug 06, 2008 <Not Available>. 2014-12-01 <http://citation.allacademic.com/meta/p272685_index.html>

APA Citation:

Heim, K. and Rodgers, S. , 2008-08-06 "Effects of Congruity, Sponsor Type, and News Story Valence on E-newspaper Outcomes" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Marriott Downtown, Chicago, IL Online <PDF>. 2014-12-01 from http://citation.allacademic.com/meta/p272685_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Abstract: This study examined the effects of sponsorships on attitudes and behavioral intent toward electronic newspapers. The method was a 2 (sponsor congruity) x 2 (sponsor type) x 2 (news story valence) x 2 (news story topic) within-subjects experiment. Nonprofit sponsors and negative news stories yielded higher ratings of news story credibility, e-newspaper credibility, and attitude toward the e-newspaper than commercial sponsors and positive stories. No significant effects were found for sponsor congruity.


Similar Titles:
The Effects of Cognitive Gratifications on Intention to Read Citizen Journalism News: The Mediating Effect of Attitude

Testing the “Line” between News and Advertising: The Effects of Sponsor Association on the Content and Credibility of Four E-Newspapers

The Role of Attitude Towards the Citizen Journalism News as a Mediator of Attitude Towards the Brand and Intention: A Test of Competing Affect Transfer Hypotheses


 
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