'… And Please Visit Our Facebook Page, Too!' How Radio Presenter Personalities Influence Listeners' Interactions With Radio Stations

Benedikt Spangardt; Nicolas Ruth; Holger Schramm

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'… And Please Visit Our Facebook Page, Too!' How Radio Presenter Personalities Influence Listeners' Interactions With Radio Stations

机译：“……也请访问我们的Facebook页面！”电台节目主持人个性如何影响听众与电台的互动

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Radio personalities or presenters are important to music radio stations, as their individual personalities influence if, how, and to what extent listeners want to interact with radio stations and presenters during programs. Both parasocial interaction with the presenter and flow experiences are believed to mediate the listener-presenter relationship. With this in mind, we conducted an experiment in which 236 German radio listeners aged 14 to 49 were asked to listen to the same radio show, but with varying presenters. Mediation analysis revealed notable effects of presenters' personalities on listeners' behavioral intentions. Both parasocial interaction and flow were found to be important mediators of the discovered effects.

机译：广播人物或主持人对音乐广播电台很重要，因为他们的个人人物会影响听众在节目播放过程中是否希望与电台和主持人进行互动，以及在何种程度上进行互动。与演讲者的超社交互动和流动体验都被认为可以调解听者与演讲者之间的关系。考虑到这一点，我们进行了一项实验，要求236位年龄在14至49岁之间的德国广播听众收听同一广播节目，但主持人不同。调解分析显示，主持人的个性对听众的行为意图有显着影响。人们发现，超社会互动和流动都是发现效应的重要媒介。

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来源
《Journal of radio & audio media》 |2016年第1期|68-94|共27页
作者
Benedikt Spangardt; Nicolas Ruth; Holger Schramm;
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作者单位

Department of Media and Business Communication, Institute for Human-Computer-Media, at the University of Wuerzburg, Germany;

Department of Media and Business Communication, Institute for Human-Computer-Media at the University of Wuerzburg, Germany;

University of Wuerzburg, Germany;

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'… And Please Visit Our Facebook Page, Too!' How Radio Presenter Personalities Influence Listeners' Interactions With Radio Stations

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