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A study on the role of spokesperson communication behaviors and their impact on audience perception of the believability of not-for-profit organizational messages.

机译：关于发言人交流行为的作用及其对听众对非营利组织信息可信度的影响的研究。

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Leaders of organizations use media vehicles such as news broadcasts to deliver persuasive messages to large audiences. This study addressed some of the factors influencing the success of these public relations efforts: (1a) Perceived spokesperson responsiveness to television news interviewers and (1b) perceived spokesperson-interviewer rapport were examined as mediating links among specified immediacy behaviors---(2a) verbal and (2b) nonverbal behaviors of the interviewer and spokesperson---and audience perceptions of (3a) message believability and (3b) spokesperson credibility. Data was collected through a quasi-experimental design. Respondents viewed videotapes and complete questionnaires via an Internet-based survey site. The model was analyzed using partial least squares. All hypotheses were supported except for those regarding moderating effects.

机译：组织的领导者使用诸如新闻广播之类的媒体手段向广大受众传递有说服力的消息。这项研究解决了影响这些公共关系工作成功的一些因素：（1a）感知发言人对电视新闻采访者的反应能力和（1b）感知发言人与采访者之间的融洽关系被视为特定的即席行为之间的中介链接-（2a）采访者和发言人的口头和（2b）非语言行为-以及听众对（3a）消息可信度和（3b）发言人可信度的看法。数据是通过准实验设计收集的。受访者通过基于Internet的调查网站观看了录像带并填写了调查表。使用偏最小二乘法对模型进行了分析。除了有关缓和效应的假设外，所有假设均得到支持。

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作者
Grantham, Robin F.;
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作者单位

TUI University.;

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授予单位 TUI University.;
学科 Business Administration Marketing.;Business Administration Management.
学位 Ph.D.
年度 2009
页码 201 p.
总页数 201
原文格式 PDF
正文语种 eng
中图分类医学心理学、病理心理学;
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A study on the role of spokesperson communication behaviors and their impact on audience perception of the believability of not-for-profit organizational messages.

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