Year: 2018
Type: dissertation
Abstract: This research studies the impact that valence and endorsement styles have on attitude formation in narrowcasting and broadcasting online mediums. The purpose is to determine if messages delivered in the narrowcasting medium has a significantly higher impact on attitude than in the broadcasting medium. It also aims to explore how endorsement styles (explicit vs. implicit) and message valence (positive vs. neutral) impact on attitude across mediums (broadcasting vs. narrowcasting). The results demonstrated that individuals reported a higher attitude formation when receiving implicit endorsement messages in narrowcasting medium than in broadcasting medium. Neutral narrowcasting messages were found to have a significantly higher impact on attitude than neutral broadcasting messages. The research findings suggest that marketers should highlight the use of positive and explicit endorsement in broadcasting medium but switch attention to the use of neutral and implicit endorsement in narrowcasting medium.
Author: Qianyi Tan
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2895994189