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Following the familiar : the effects of exposure and gender on follow intent and credibility of journalists on Twitter

by -1397-2792

Institution:	University of Texas Austin
Year:	2017
Keywords:	Mere exposure effect; Credibility; Gender; Technology acceptance model; TAM; Elaboration; Exposure; Experiment; Twitter; Journalism; Branding; Threshold of tolerance
Posted:	02/01/2018
Record ID:	2221724
Full text PDF:	http://hdl.handle.net/2152/62635

Abstract

This dissertation examines the effect of mere exposure and journalistsgender on the credibility and follow intent of journalists on Twitter. Through the use of controlled experiments it was found that both exposure and journalists gender does significantly impact the credibility and follow intent enjoyed by journalists. This indicates the need that practicing journalists have to strategically consider their level of activity on Twitter, and how it can be used to strengthen their position as an information source in the current media environment. Results also suggest that elaboration and credibility serves as mediators for the effects discovered. Also established was the perception of female journalists being more credible and having a higher likelihood ofbeing adopted as an information source than their male counterparts. Future avenues of research are discussed.Advisors/Committee Members: Coleman, Renita (advisor), Chen, Gina (committee member), Eastin, Matthew (committee member), Sylvie, George (committee member), West, Kate (committee member).