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How a Public Evaluate an Organization’s Official Statement to pursue Organizational Transparency: An Impact of Organizational Claims to Truth on the Public’s Perception of Credibility toward the Content
Unformatted Document Text:  Running head: How a Public Evaluate an Organization’s Official Statement to pursue Organizational Transparency 21 Instead, the truth claim may deliver the way an organization promotes genuineness in their words on the internet. Future research would look at whether this conclusion also holds for publics that are highly involved in a crisis. However, the fact that our participants reported a relatively lower prior reputatio n score for the target company (e.g., 𝑀 Taco Bell = 4.08/ 𝑀 Other Organizations = 4.42, t (132) =-2.49, p < .05) allows us more latitude to interpret the findings. That is, even the public who perceive the Taco Bell in a bad light would regard the visibly stated truth claim as to be more credible. Conversely, our findings illustrated that there was no statistically significant impact of sentences disclosing more detailed information on the participants’ perceived credibility of an official statement overall. One possible explanation of this finding is no perceptual difference of transparency efforts between presence of and absence of the disclosure claim. That is, although our participants recognized the difference between the conditions of presenting and absenting the disclosure claim, those two manipulation conditions did not yield perceptual difference in transparency efforts, which in turn might affect perceived message credibility. For instance, the perceived transparency efforts ratings in the condition of presenting a disclosure claim (M =4.14, SD = .89) were not statistically different from the condition without the disclosure claim (M =4.02, SD = .95, t (131) =-.77, p= .44). This offers a fruitful area for future research. Future research needs to use either more clearly stated disclosure claims or the claims having relatively different amount of information. By using such disclosure claims, it would be meaningful to examine whether the conditions of disclosure claims lead to greater or lesser perceptions on an organization’s transparency efforts and message credibility in general. The bootstrapping analysis was used to test the first research question regarding a potential mediating role of perceived message credibility in a relationship between perceived

Authors: Kim, Bo Kyung. and Hong, Seoyeon.
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Running head: How a Public Evaluate an Organization’s Official Statement to pursue 
Organizational Transparency 
Instead, the truth claim may deliver the way an organization promotes genuineness in their words 
on the internet. Future research would look at whether this conclusion also holds for publics that 
are highly involved in a crisis. However, the fact that our participants reported a relatively lower 
prior reputatio
score for the target company (e.g., 
Taco Bell
Other Organizations
4.42, (132) 
=-2.49, < .05)
allows us more latitude to interpret the findings. That is, even the public who 
perceive the Taco Bell in a bad light would regard the visibly stated truth claim as to be more 
Conversely, our findings illustrated that there was no statistically significant impact of 
sentences disclosing more detailed information on the participants’ perceived credibility of an 
official statement overall. One possible explanation of this finding is no perceptual difference of 
transparency efforts between presence of and absence of the disclosure claim. That is, although 
our participants recognized the difference between the conditions of presenting and absenting the 
disclosure claim, those two manipulation conditions did not yield perceptual difference in 
transparency efforts, which in turn might affect perceived message credibility. For instance, the 
perceived transparency efforts ratings in the condition of presenting a disclosure claim (=4.14, 
SD = .89) were not statistically different from the condition without the disclosure claim (
=4.02, SD = .95, (131) =-.77, p= .44). This offers a fruitful area for future research. Future 
research needs to use either more clearly stated disclosure claims or the claims having relatively 
different amount of information. By using such disclosure claims, it would be meaningful to 
examine whether the conditions of disclosure claims lead to greater or lesser perceptions on an 
organization’s transparency efforts and message credibility in general.  
The bootstrapping analysis was used to test the first research question regarding a 
potential mediating role of perceived message credibility in a relationship between perceived 

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