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Bloggers’ endorsements are more trustworthy than reading 4.23 (1.355) about the same product at the news For new products, I would pay more attention on looking at 3.96 (1.467) bloggers’ blogs than advertisements Hypothesis Tests H1 – Effects of Motivation. Hypothesis1 predicted that blog readers motivated by the knowledge seeking (versus social or entertainment value) are more likely to a) read product blogs frequently, b) think that the independence of the blogger is important, and c) favor balanced language (a combination of positive and negative comments) in a blog. H1a was supported, suggesting that knowledge seeking and frequency of blog use are positively related (R 2 = .569, F(2, 286) = 188.40, p < .000). Knowledge seeking was significant (β = .777, p < .000), while social and entertainment value was not (β = -.030, p
5-item Index 4.41(1.030) 3.80(1.033) 3.23(1.109) .61 2.85*** .57 8.47*** Differences are means between two of the assessments based on affiliation. Credible and valuable are separate items within the 5-item index that also included convincing, trustworthy and accurate. ***p=.000 (dfs=302-310). By contrast, H2c predicted that purchase intent and identification of the blogger as dependent were positively related. This was not supported. Regression analysis showed no difference when scores for the 5-item Index for the three categories were regressed onto each participants’ purchase intent score (R 2 = .140, F (3,297) = 16.114, p ≤ .000). Regression results showed positive effects for independent bloggers (β = .281, p ≤ .000), employee bloggers (β = .117, p ≤ .047), and paid bloggers (β = .122, p ≤ .040). H3 – Effects of Language. Hypothesis 3 predicted that blogs that present balanced comments (a combination of positive and negative assessments versus all-positive comments) are a) perceived by readers as more credible, b) perceived by readers as more valuable, and c) are more likely to increase purchase intent. Similar to Hypothesis 2 regarding the effects of blogger affiliation, H3a and H3b were supported based on the single-item measures for “credible” and “valuable” as well as the 5-item Index measuring participants’ assessments. Table 9 shows that blogs that presented balanced language were perceived more favorably than those that used allpositive language. Also similar to H2, no differences were found in purchase intent based on language use (R 2 = .093, F(2,299) = 15.30, p ≤ .000; Positive language β = .163, p ≤ .004; Balanced language β = .236, p ≤ .000). Table 9 Paired t-test Comparison of Assessments Based on Language Use Mean Scores and Standard Deviations (7 = positive, 1 = negative) Balanced Language All-positive Difference M (SD) M (SD) M t Credible 4.92(1.226) 3.91(1.460) 1.016 10.06*** Valuable 4.96(1.245) 4.06(1.379) .899 9.02*** 5-item index 4.82(1.083) 3.98(1.210) -.835 9.62*** Credible and valuable are separate items within the 5-item index score, which also included convincing, trustworthy and accurate. ***p=.000 (dfs=301-310). H4 – Information Sharing/Word of Mouth. Hypothesis 4 predicted blog readers motivated by social utility and entertainment value are more likely to share product information or engage in word-of-mouth (WOM) compared to those motivated by the knowledge-seeking. H4 was partially supported, but only in the case of engaging in online information sharing (eWOM). Table 6 reported that offline information sharing (M = 3.92) was more frequent than online activities (M = 2.81). A further analysis revealed a sex effect where females indicated a higher likelihood of engaging in offline WOM than males (Females M = 4.06, SD = 1.418; Males M = 3.66, SD = 1.327, t = 2.362, df = 302, p ≤ .019). Notably, gender-based differences were not significant in the case of online responses, although males appeared to be more likely to respond 89
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2 0 1 0 P R O C E E D I N G S W A S
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TABLE OF CONTENTS Research Papers _
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Public Relations Leadership through
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Millennial Students Relationship wi
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elationship approach to PR provides
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social media marketing is effective
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students who noted they were 17 or
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discussed previously, Millennial st
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strongly committed to maintaining a
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gender (male/female) and each of th
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social media. One focus of the arti
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Shah, A. (2007, June 18). Social me
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Appendix B Table 2 Differences Betw
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Appendix D Table 4 Differences Betw
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Appendix F Table 6 Pearson Correlat
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Mentoring 2.0: How PR Educators Use
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Despite this, however, studies have
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Sometimes using Facebook to IM is a
Page 37 and 38: Investing time. As with any relatio
Page 39 and 40: pursuing chosen fields. For public
Page 41 and 42: Tam, S. Y., Dozier, D. M., Lauzen,
Page 43 and 44: While favor towards nuclear energy
Page 45 and 46: frames present new considerations w
Page 47 and 48: Procedural -Licensing and applicati
Page 49 and 50: “Shoreham Board Begins a Hunt for
Page 51 and 52: While the story element “positive
Page 53 and 54: Gamson, W. & Lasch, K. (1983). The
Page 55 and 56: Reputation Matters: Impact of Organ
Page 57 and 58: leadership had at hand a number of
Page 59 and 60: and 65+ (15.4%). More than half wer
Page 61 and 62: evealed significant differences for
Page 63 and 64: will be rewarded in the marketplace
Page 65 and 66: Investigating Multiplier Effects of
Page 67 and 68: RQ1: Do PR practitioners and busine
Page 69 and 70: accepting information they receive
Page 71 and 72: still smacks of news. News coverage
Page 73 and 74: Even when testimonials do not withs
Page 75 and 76: viewed to some degree as a valuable
Page 77 and 78: Perceptions of Product Blogs in Tai
Page 79 and 80: Uses and gratifications theory has
Page 81 and 82: Thus the degree to which blog reade
Page 83 and 84: hours). Blog reading was dwarfed by
Page 85 and 86: Effects of Language on Responses Ba
Page 87: esponse (M = 4.13). For online acti
Page 91 and 92: ecommendations were more objective
Page 93 and 94: Choney, B. (2009, September 29). Mi
Page 95 and 96: Lenhart, A., Purecell, K., Smith, A
Page 97 and 98: elational trust. Journal of Public
Page 99 and 100: challenge will be to persuade survi
Page 101 and 102: of Avian Flu. It is important to no
Page 103 and 104: with an arousing stimulus or messag
Page 105 and 106: Chen, N. (2009). Institutionalizing
Page 107 and 108: Excellence in an Activist Organizat
Page 109 and 110: public relations functions or tacti
Page 111 and 112: Data Collection Documents. In an ef
Page 113 and 114: Research. A key area of CTFK’s we
Page 115 and 116: Engaging individuals. Many times ac
Page 117 and 118: Washington, DC, and Puerto Rico; ge
Page 119 and 120: Murphy, P. & Dee, J. (1996) Reconci
Page 121 and 122: of Educational Progress (NAEP), 80%
Page 123 and 124: school assessment, and that the pro
Page 125 and 126: Both the paper and Web-based survey
Page 127 and 128: student was admitted to their acade
Page 129 and 130: Problems with the measures: Here, s
Page 131 and 132: Patterns in the open-ended response
Page 133 and 134: Trends evident in K-12 education, t
Page 135 and 136: Another 15% of respondents (n = 8)
Page 137 and 138: Table 1 Respondents’ Perceptions
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Table 4 Frequencies of Listed Writi
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Hansen, R.S. (1993). Clear, concise
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so, this study follows up on recent
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2009). In BMCC context, in addition
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--------------------------------- I
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social media is not crisis communic
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and uses and gratifications theorie
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Hennig-Thurau, T., Gwinner, K. P.,
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Table 1 BMCC Model Propositions (__
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FIGURE 1 BMM Model (_____ & _____,
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practitioners and scholars argue fo
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Several studies, however, suggest t
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factors that impact the development
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perceptions of administrative suppo
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(2009) reminds us that the limitati
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412-414. Gonzalez-Herrero, A., & Ru
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Intersections and Overlaps: Buildin
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elations excellence, relationship-b
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2002), all of which encourage emplo
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Conley and Wagner-Marsh (1998) prop
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passion, caring for people.” Note
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done.” Accommodations such as fle
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organizational commitment and loyal
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Founder/Leader Faith & Vision Authe
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Practical implications This study a
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public relations (pp. 3-22). Mahwah
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Grunig, L. A. (1992). Power in the
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presented to the annual conference
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Prioritizing Stakeholders for Publi
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developed by Grunig and Hunt (1984)
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expectant stakeholders possess two
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each other” (p. 125). Examples of
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Priority publics are those whose pa
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Collection of data triangulated (Yi
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Diffused Linkage. A diffused stakeh
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Envirocare take it. They are also m
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Dunham, L., Freeman, R. E., & Liedt
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PEDAGOGICAL POSTERS 213
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seem to be context-dependent (Lauri
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Shapiro, A. (2003). Case Studies in
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Argument #2: stories are for childr
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Physiology “…your mind was evol
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Conclusion In the movie, Indiana Jo
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Pitching on your Feet: Using a Mock
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speaker(s) are available after the
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college’s connection to the commu
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“I felt the class built upon our
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community. Many participants have c
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posting content to the Internet, bu
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What’s All The Hype About Skype?
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In between the times the class meet
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Best Practices in Public Relations:
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Assignment Structure Client Selecti
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Conclusion Integrating real-world c
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equires true fluency in the host co
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living in London. Because visa and
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Using the Case Study approach to an
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tier responders hadn’t participat
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Harnessing the Web for Teaching Wri
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these tools and platforms. With wri
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article 2. 259
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Experimental methods may be better
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The third hypothesis asked whether
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Crisis in the Classroom: A cross-de
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prepare and do the research. I prov
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• September 2009 - More students
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Public Relations Leadership Through
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from using it multiple times a day
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Kent, M. (2010). Directions in soci
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Professor Clare Morgan at Oxford no
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evenings at home working on his poe
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Another strategy for the students w
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Media list and crisis media list So
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understand that knowledge of the cl
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If creating separate teams for one
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Integrating ethics into the undergr
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Three-step approach The present aut
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Putting Theory, Research and Strate
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2010 - Public Relations Society of America

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