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2008 - Association for Education in Journalism and Mass Communication Pages: 30 pages || Words: 7225 words || 
1. 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 Online <PDF>. 2019-11-16 <>
Publication Type: Conference Paper/Unpublished Manuscript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.

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