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The Diffusion of an Online Community Newspaper Among College Students
Unformatted Document Text:  i The authors differentiate between human and medium interactivity. Medium interactivity involves clicking on links and navigational functions. Human interactivity allows users to communicate with one another. ii Diffusion theory describes the process of an innovation being communicated through channels over time among the members of a community, or social system (Rogers, 1995). iii The decision was made to drop the two factors and only include the source credibility factor; the source credibility factor was the only factor that represented the hypotheses accurately. iv In studies utilizing the proposed model, community attachment should be assessed with a more precise instrument that addresses a college student sample.

Authors: Hunt, Daniel., Atkin, David. and Kowal, Chris.
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i
 The authors differentiate between human and medium interactivity.  Medium interactivity involves clicking on links and 
navigational functions.  Human interactivity allows users to communicate with one another.  
ii
 Diffusion theory describes the process of an innovation being communicated through channels over time among the 
members of a community, or social system (Rogers, 1995).  
iii
 The decision was made to drop the two factors and only include the source credibility factor; the source credibility factor 
was the only factor that represented the hypotheses accurately.
iv
 In studies utilizing the proposed model, community attachment should be assessed with a more precise instrument that 
addresses a college student sample.  


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