An Experimental Test Of Public Relations Messages SIDEDNESS, AND CORPORATE GOODWILL AND TRUSTWORTHINESS
-
- Englisch ausgewählt
Fr. 81.90
inkl. gesetzl. MwSt.,
Beschreibung
Produktdetails
Einband
Taschenbuch
Erscheinungsdatum
14.08.2009
Verlag
LAP LAMBERT Academic PublishingSeitenzahl
152
Maße (L/B/H)
22/15/1 cm
Gewicht
244 g
Auflage
1. Auflage
Sprache
Englisch
ISBN
978-3-8383-1115-9
This study examined the effect of message sidedness in public relations messages and its interaction effect with source credibility, in particular, with source trustworthiness and source goodwill, on the message recipients¿ attitude toward the message, the public relations issue, and toward the company. The findings provide a theoretical and practical background for public relations activities. In particular, this study highlights why it is important for a corporation to be perceived as a responsible corporate citizen by its target publics in its community, and how and when a company may use various types of message sidedness to make a public relations message more effective, depending on their perceived goodwill and trustworthiness among target publics. Finally, this study acknowledged the use of modern public relations tools by utilizing a weblog in the experiment.
Noch keine Bewertungen vorhanden
Verfassen Sie die erste Bewertung zu diesem Artikel
Helfen Sie anderen Kundinnen und Kunden durch Ihre Meinung.