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dc.contributor.advisorRodgers, Shelly (Shelly Lannette), 1965-eng
dc.contributor.authorRenick, Katherineeng
dc.date.issued2008eng
dc.date.submitted2008 Springeng
dc.descriptionThe entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file.eng
dc.descriptionTitle from title screen of research.pdf file (viewed on September 12, 2008)eng
dc.descriptionThesis (M.A.) University of Missouri-Columbia 2008.eng
dc.description.abstractThis 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.eng
dc.description.bibrefIncludes bibliographical referenceseng
dc.identifier.merlinb6465770xeng
dc.identifier.oclc248669894eng
dc.identifier.urihttps://doi.org/10.32469/10355/6067eng
dc.identifier.urihttps://hdl.handle.net/10355/6067
dc.languageEnglisheng
dc.publisherUniversity of Missouri--Columbiaeng
dc.relation.ispartofcommunityUniversity of Missouri-Columbia. Graduate School. Theses and Dissertations. Theses. 2008 Theseseng
dc.rightsOpenAccess.eng
dc.rights.licenseThis work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 License.
dc.subject.lcshInternet advertisingeng
dc.subject.lcshCorporate sponsorshipeng
dc.titleA typology of online sponsorshipseng
dc.typeThesiseng
thesis.degree.disciplineJournalism (MU)eng
thesis.degree.grantorUniversity of Missouri--Columbiaeng
thesis.degree.levelMasterseng
thesis.degree.nameM.A.eng


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