Correlations Among Variables in Message and Messenger Credibility Scales  

Oleh:

Roberts, Chris

Jenis: Article from Journal - e-Journal
Dalam koleksi: American Behavioral Scientist vol. 54 no. 01 (Sep. 2010), page 43-56.
Topik: Messenger Credibility; Message Credibility; Journalism; Scale Verification
Fulltext: 04. Correlations Among Variables in Message and Messenger Credibility Scales.pdf (176.29KB)

Isi artikel

Although credibility is a complicated construct involving interrelationships among messenger, message, communication channels, and recipients, the most widely used credibility indexes seek to measure only one of those attributes at a time. This study used two widely used credibility scales to simultaneously measure message and messenger credibility. An analysis showed high correlations between the two scales and among their individual variables but still distinguished differences between messenger and message.

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