Shared more. Cited more. Safe forever.
    • advanced search
    • submit works
    • about
    • help
    • contact us
    • login
    View Item 
    •   MOspace Home
    • University of Missouri-Columbia
    • Graduate School - MU Theses and Dissertations (MU)
    • Theses and Dissertations (MU)
    • Theses (MU)
    • 2010 Theses (MU)
    • 2010 MU theses - Freely available online
    • View Item
    •   MOspace Home
    • University of Missouri-Columbia
    • Graduate School - MU Theses and Dissertations (MU)
    • Theses and Dissertations (MU)
    • Theses (MU)
    • 2010 Theses (MU)
    • 2010 MU theses - Freely available online
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.
    advanced searchsubmit worksabouthelpcontact us

    Browse

    All of MOspaceCommunities & CollectionsDate IssuedAuthor/ContributorTitleSubjectIdentifierThesis DepartmentThesis AdvisorThesis SemesterThis CollectionDate IssuedAuthor/ContributorTitleSubjectIdentifierThesis DepartmentThesis AdvisorThesis Semester

    Statistics

    Most Popular ItemsStatistics by CountryMost Popular AuthorsStatistics by Referrer

    Effective spokespersons on Twitter : experimenting with how profile gender & network size impact user perceptions of credibility and social attraction

    Stam, Katerina M.
    View/Open
    [PDF] public.pdf (1.999Kb)
    [PDF] short.pdf (258.1Kb)
    [PDF] research.pdf (3.225Mb)
    Date
    2010
    Format
    Thesis
    Metadata
    [+] Show full item record
    Abstract
    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 features of an effective profile are not well-researched, particularly for spokespersons representing a brand or organization. Using a 2 (network size) x 2 (gender) mixed design experiment, this study investigates how a profile's social network size and gender influence social judgments of that profile's social attractiveness and credibility. Despite significant findings of similar experiments exploring other social media, this experiment had few significant results. Likely this is explained by the participants' lack of experience with Twitter, which might have prevented them from judging and understanding profile cues as Twitter users would. However, there was a significant interaction found on Competence (a factor of credibility) for profile gender and participants' prior Twitter use - namely, that prior users found the male profiles more competent, while nonusers found female profiles more competent. This does perhaps indicate that Twitter users learn to judge certain profile cues differently from nonusers, and that gender plays a role in those cues.
    URI
    http://hdl.handle.net/10355/8119
    https://doi.org/10.32469/10355/8119
    Degree
    M.A.
    Thesis Department
    Journalism (MU)
    Rights
    OpenAccess.
    This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 License.
    Collections
    • 2010 MU theses - Freely available online
    • Journalism electronic theses and dissertations (MU)

    Send Feedback
    hosted by University of Missouri Library Systems
     

     


    Send Feedback
    hosted by University of Missouri Library Systems