This study draws upon the paradigm of parasocial interaction and incorporates the Source Credibility Scale (McCroskey, Hamilton, & Weiner, 1974), the Measure of Online Communication Attitude (Ledbetter, 2009), and the Parasocial Interaction measure (Auter & Palmgreen, 2000) in order to examine the extent to which online communication attitudes foster such interaction and shape perceptions of media figures' and celebrities' credibility. Data from 593 individuals were collected, and hypotheses and research questions were analyzed using regression analysis on a usable sample of 343 participants. Results indicate that parasocial interaction is always a positive predictor, and communication apprehension is an inverse predictor, of source credibility. These findings allow for more research to be conducted in the realm of social media.
| Identifer | oai:union.ndltd.org:TCU/oai:etd.tcu.edu:etd-05232012-092807 |
| Date | 23 May 2012 |
| Creators | Redd, Shawn |
| Contributors | Andrew Ledbetter, Amber Finn, Chris Sawyer |
| Publisher | Texas Christian University |
| Source Sets | Texas Christian University |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf, application/octet-stream |
| Source | http://etd.tcu.edu/etdfiles/available/etd-05232012-092807/ |
| Rights | unrestricted, I hereby certify that, if appropriate, I have obtained and attached hereto a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. I hereby grant to TCU or its agents the non-exclusive license to archive and make accessible, under the conditions specified below, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report. |
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