Author's Keywords: online public relations, modality, source, credibility, salience, persuasion, participation, web site evaluation, agenda-setting, interactivity	Convention Need a solution for abstract management? All Academic can help! Contact us today to find out how our system can help your annual meeting. Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf. Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets! Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more! Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering. Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more! Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches! Click here for more information.
Association: Name: International Communication Association URL: http://www.icahdq.org
Citation: URL: http://www.allacademic.com/meta/p112897_index.html Direct Link: HTML Code:

Kiousis, Spiro. and Dimitrova, Daniela. "The Differential Impact of Web Site Content: Exploring the Influence of Source (Public Relations vs. News), Modality, & Participation on Audience Perceptions" Paper presented at the annual meeting of the International Communication Association, New Orleans Sheraton, New Orleans, LA, May 27, 2004 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p112897_index.html>

Kiousis, S. and Dimitrova, D. V. , 2004-05-27 "The Differential Impact of Web Site Content: Exploring the Influence of Source (Public Relations vs. News), Modality, & Participation on Audience Perceptions" Paper presented at the annual meeting of the International Communication Association, New Orleans Sheraton, New Orleans, LA Online <.PDF>. 2009-05-26 from http://www.allacademic.com/meta/p112897_index.html

Publication Type: Conference Paper/Unpublished Manuscript Review Method: Peer Reviewed Abstract: This study examined the impact of source, modality, and participation on people’s perceptions of credibility, salience, attitudes, and general Web site evaluation. Using a 2 (public relations vs. news) by 3 (text only; text and pictures; text, pictures, and video) by 2 (participate vs. do not participate) between-subjects post-test only experimental design, the study showed that there were no significant differences between online stories coming from either public relations or news sources on perceptions of credibility or any of the other dependent variables. However, statistically significant differences did emerge for the effects of the other independent variables. The results suggest that audience perceptions of online stories differ not because of source differences, but because of the use of multimedia and audience engagement on the page. Both theoretical and practical implications for public relations scholars and practitioners are discussed.

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