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    • University of Missouri-Columbia
    • Graduate School - MU Theses and Dissertations (MU)
    • Theses and Dissertations (MU)
    • Theses (MU)
    • 2008 Theses (MU)
    • 2008 MU theses - Freely available online
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    A typology of online sponsorships

    Renick, Katherine
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    [PDF] short.pdf (17.18Kb)
    [PDF] research.pdf (3.406Mb)
    Date
    2008
    Format
    Thesis
    Metadata
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    Abstract
    This research provides a broad look at sponsorships across the Internet. The research sought to examine the characteristics of sponsorships across and within different website types, with a focus on health websites and blogs. It also provides insight into the way sponsorships have evolved as they move from their traditional formats and onto the Internet. A content analysis was performed over the course of four weeks and a total of 2,967 sponsorships were found. The results were analyzed using descriptive statistics and significance was determined using chi-square tests. Significant relationships were found in the way sponsorships were structured across and within website types. The results pointed to trends within website types and different levels of sophistication across website types. There were also many sponsorships found that showed similarities with traditional sponsorship, but displayed a structural evolution as a result of their placement on the Internet.
    URI
    https://doi.org/10.32469/10355/6067
    https://hdl.handle.net/10355/6067
    Degree
    M.A.
    Thesis Department
    Journalism (MU)
    Rights
    OpenAccess.
    This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 License.
    Collections
    • Journalism electronic theses and dissertations (MU)
    • 2008 MU theses - Freely available online

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