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Now showing items 101-106 of 106
A smokin' good ad : how efficacy and emotional tone interact in anti-smoking messages
(University of Missouri--Columbia, 2008)
This study explores how efficacy-related copy points and emotional tone interact during anti-smoking messages. A psychophysiological experiment was conducted to determine the level of attention, arousal, positive affect, ...
Motivations and impression management : predictors of social networking site use and user behavior
(University of Missouri--Columbia, 2008)
This paper applied the uses and gratifications theory to the social networking site, Facebook, in an effort to examine the predictive power of consumers' motivations with regards to site use and behaviors towards advertisements ...
Penetration of innovation : taming the unexplored interactions between information, knowledge and persuasion in the innovation-decision model
(University of Missouri--Columbia, 2006)
Building upon Everett Roger's theory of Diffusion of Innovations, foraging into knowledge acquisition theories, and leaning heavily onto the new communication perspectives opened by New Media, the present study aims to ...
Building a media agenda on health disparities : how issue perceptions and news values work to influence effectiveness
(University of Missouri--Columbia, 2006)
Building on prior literature conceptualizing the role of public relations in influencing the media agenda, this study proposes a model of agenda building that explores the determinants of the agenda building process and ...
Pictures and pixels : digital photographic archives at newspapers, photographic agencies and libraries
(University of Missouri--Columbia, 2006)
A survey (N = 167) and in-depth interviews were conducted to examine organizational influences on the diffusion of an innovation. Daily newspapers, historical libraries and museums and photographic agencies that handle ...
Tainted gift? : harmful effects of a bad profit company's corporate social responsibility activity on the associated good nonprofit organization's future
(University of Missouri--Columbia, 2006)
Using structural equation modeling, this study tested the effectiveness of two communication factors (the source affiliation type and the level of Corporate Social Responsibility value) on people's source trustworthiness, ...