How the Interaction of Public Relations Spokesperson Gender and Ethnicity Effect Audience Perceptions of Spokesperson, Organization and Message Credibility: Using the Heuristic Systematic Model to Investigate a Possible Emerging Trend.
This study focused on investigating the interaction effects of source ethnicity and gender, under different news conditions (crisis and benign news) on audience perceptions of credibility of a spokesperson, the organization and the message. The study also observed the workings of the HeuristicSyst...
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| Format: | Article |
| Language: | English |
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Insitute for Public Relations
2012-12-01
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| Series: | Public Relations Journal |
| Online Access: | https://prjournal.instituteforpr.org/wp-content/uploads/2012Mohammed.pdf |