How Does a Radio Host’s Testimonial Influence Media Experiences? The Indirect Effect of Social Presence
Abstract
This study examined how a radio host’s personal experiences (testimonials) influence listeners’ experiences, particularly focusing on the role of social presence. A Web-based experiment, using 113 undergrad students at a large public university in the United States, compared effects of a radio host’s sharing vs. not sharing testimonials during the radio program. The investigation found that social presence has significant indirect effects....
Paper Details
Title
How Does a Radio Host’s Testimonial Influence Media Experiences? The Indirect Effect of Social Presence
Published Date
Jul 3, 2019
Volume
26
Issue
2
Pages
336 - 350
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