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Now showing items 1-20 of 49
If you are feeling confident enough, do not hesitate to reveal who you really are : extension of Baker, Honea, and Russell (2004)
(University of Missouri--Columbia, 2017)
Due to the competitive advertising environment, marketers have been employing different executional factors including humor and narrative feature within the advertising. Based on the Network of Model of Memory, Baker, ...
Crisis communication : corporate social responsibility in Organizational Renewal Theory
(University of Missouri--Columbia, 2016)
This study further develops Organizational Renewal Theory through the incorporation of corporate social responsibility as a feature of a post crisis response strategy. Internal publics (e.g., employees of an organization, ...
Targeting effectiveness in digital healthcare advertising
(University of Missouri--Columbia, 2016)
Throughout the past 300 years since the first ad was distributed via printed newspaper, the field of advertising has drastically changed. Specifically, with the introduction of online media, marketers and advertisers have ...
The model of contingent organization-public relationship : reconciling contingency and relationship management theory
(University of Missouri--Columbia, 2017)
[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] Organization-public relationship, as a key concept of public relations, has been extensively examined by global scholars. In 1984, Ferguson first pointed ...
Testing the role of corporate social responsibility and crisis response messaging in corporate reputational recovery
(University of Missouri--Columbia, 2016)
The practice of public relations is complex, fluid, and multifaceted (Cancel et al., 1997): Job skills range from relationship building (Wood, 2015), to media relations and crisis communications. Crises draw intense attention ...
My blogger told me it was okay : processing and persuasion of youth risk behavior via parasocial interaction and health beliefs /
(University of Missouri--Columbia, 2016)
This study explored how parasocial interaction (PSI) and health beliefs influence motivational processing of blog content among young women using a 2 (Stance: Anti, Pro) X 4 (Risk Behavior: E-Cigarette, Drinking, Product, ...
Health communication in the blogosphere : rethinking source and message strategies for hot cognition publics
(University of Missouri--Columbia, 2017)
Strategic health communication in the 21st Century is dynamic and complex. The digital communication environment has facilitated convicted, polarized opinions, the validity of science is under scrutiny, "expert" recommendations ...
The estimation of a corporate crisis communication based on perceived CEO's leadership, perceived severity of threats, and preceived opposing public's size
(University of Missouri--Columbia, 2008)
Based on the contingency theory (Cancel, Mitrook, & Cameron, 1999), this study examined whether the perception of leadership as a powerful inner organizational factor influences the outside latent public's assessment of ...
Bioethicists in the news : the evolving role of bioethicists as expert sources in science and medical stories
(University of Missouri--Columbia, 2008)
Journalists have increasingly used bioethicists as expert sources in stories on science, medicine, and technology with strong ethical ramifications. Yet little is known about how and why journalists select bioethicists as ...
Effective spokespersons on Twitter : experimenting with how profile gender & network size impact user perceptions of credibility and social attraction
(University of Missouri--Columbia, 2010)
In addition to pulling in millions of everyday users, Twitter attracts strategic communicators aiming to forge personal bonds with users. Strategic communicators face a dilemma in creating Twitter profiles online, as the ...
How do you like this comment? : persuasive effects of online comments and heuristic cues in crisis communication context
(University of Missouri--Columbia, 2014)
[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] The emergence of online communication reflects a shift in public relations (PR) roles, with more emphasis on interactive features in news such as writing ...
Immunize the vaccine rumors: Effects of inoculation messages and tone of voice on HPV vaccine compliance
(University of Missouri--Columbia, 2014)
[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] The primary purpose of this study was to develop an effective health communication strategy to guide the decision-making process of parents regarding ...
Strategies for tailored messages : interaction of personal value orientation and freedom threat for chronic diseases management and behavior changes
(University of Missouri--Columbia, 2015)
[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT REQUEST OF AUTHOR.] The purpose of the overall study was to explore more effective ways of creating tailored health messages for technology-based interventions in order ...
The effect of modality and response strategy on evaluations of credibility and reputation
(University of Missouri--Columbia, 2013)
Crisis situations represent major threats to the perceptions of companies by their key publics. This study draws from existing research in an effort to understand how the crisis response message characteristics of modality ...
A qualitative study of factual correction requests for corporate reputation management
(University of Missouri--Columbia, 2014)
How the relationship between public health information officers and journalists can affect media agenda-building : a coorientational approach
(University of Missouri--Columbia, 2011)
[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT REQUEST OF AUTHOR.] The purpose of this study is three-fold. The first purpose is to investigate how public health information officers perceive health journalists in ...
A tale of two multinationals : the BP and Greenpeace "Go green" conflict in an era of green crisis
(University of Missouri--Columbia, 2011)
This dissertation offers an in-depth case study of the 11-year BP and Greenpeace conflict. A framing analysis of news content from newspapers in the United Kingdom and United States are employed to identify how the two ...
Proactive self-disclosure of threats : the effects of voluntary disclosure of corporate issues on perceived organizational transparency, credibility, and perceived severity of issues
(University of Missouri--Columbia, 2012)
Guided by the public relations literature of stealing thunder and organizational transparency, this study examined the effects of corporations' self-disclosure claims of their issues via Facebook on audience perceptions. ...
Presenting the dragon to the eagle : testing the influence of message framing and valence on public perceptions
(University of Missouri--Columbia, 2013)
[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] The study examined the influence of negative and positive stories framed episodically and thematically on cognitive perception, attitude formation and ...
Technology and trust : how new communication technology impacts electric utilities during and after natural disasters
(University of Missouri--Columbia, 2015)
This study examined how the medium an electric utility uses to communicate during a disaster effects organizational reputation and how location (rural vs. non-rural area in America) effects organizational reputation based ...