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Explicating journalism-as-a-conversation : two experimental tests of online news
(University of Missouri--Columbia, 2009)
, often as an embedded concept. The first experiment tested whether readers perceive conversational stories as different from traditional stories and as more credible and expert. The second tested types of journalistic conversation on these outcomes...
Testing for a synergistic effect between online publicity and advertising in an integrated marketing communications context
(University of Missouri--Columbia, 2005)
This dissertation examined the relationship among four exposure conditions in marketing communications (pure advertising, advertising priming, publicity priming, and pure publicity) that include either advertising or ...
The virtual social capital of online communities : media use and motivations as predictors of online and offline engagement via six measures of community strength
(University of Missouri--Columbia, 2009)
This research introduces a new measure of social capital for users of online communities. Whereas "local community" forms of social capital consist of ties created in local community for the benefit of local community, and ...