Search results

The purpose of this study was to achieve objective information about how media delivered messages to cover an issue. Through the discussion of issues and issue management, the relationship between media exposure and issue handling by media was investigated and then the issue life cycle was applied to the Microsoft antitrust trial case. A new formula for measuring media exposure was also introduced for the next step of applications.

As moderators of the health campaign process, involvement is divided into enduring and situational involvement. Based on the review of interdisciplinary literatures, a new health campaign model and optimal strategies are proposed. The new model has two dimensions (enduring and situational involvement) and four strategies: an affect‐evoking, an information‐oriented, a cue‐emphasizing, and a balanced‐argument strategy. For the empirical research, a 262 experiment with 143 undergraduate students using four different advertisements was conducted. Generally, the moderating effects of both enduring and situational involvement were supported. Regardless of some deviations from the proposed model, optimal strategies fit into the designated involvement level. Public relations practitioners will be able to choose the optimal message strategy after identifying the characteristic of targeted publics for health‐related campaigns.

Examines the concept of institutional (university) image from a cultural studies approach and from a quantitative perspective. Building on these and other research findings, posits that multiple changing images exist within each individual and that these images are affected by certain factors. Examines university image from an external stakeholder perspective, based on a telephone survey study of respondents from across the university’s home state. The results confirm multi‐image conceptualization of the university setting and, importantly, examine the factors – personal, environmental, and organizational – that give rise to the multiple image concept. Complementing much corporate image research that views image(s) as primarily controlled by the organization, these findings suggest that corporate image, considered also as a receiver‐oriented and audience‐specific construct, can vary as a function of other, external, determining factors but that organizational factors are, nevertheless, very influential factors for one’s decision making about image.

To achieve objective information about how media delivered messages to cover an issue, the Microsoft antitrust trial case was investigated from the media coverage of five national newspapers in the USA. From the outcomes, this study revealed that Microsoft got better media coverage at the early issue status than the later issue status, public policy status. As the issue developed, the amount of coverage as well as the number of cases had grown. However, at the later public policy status, unfavorable coverage dominated favorable coverage, thus, monetary value which Microsoft had obtained from the coverage was smaller than that of the earlier status. Newly devised formulae for media content analysis were successfully applied to this case and showed the elaborated methodology for investigating an issue. The research register for this journal is available at http://www.mcbup.com/research_registers. The current issue and full text archive of this journal is available at http://www.emerald‐library.com/ft.

Tests new proposed tools for measuring media exposure in a crisis management situation. A theoretical formulae based on a literature review is applied to two crises: the TWA 800 crash and the ValuJet 592 crash. The application of the proposed formulae was generally successful. The outcomes showed that diverse comparisons of media exposure are possible through the new methods.

The purpose of this study is to investigate dissimilar effects of the country image on consumers' brand image and purchase intention by differently perceived nationality groups.

One Korean manufacturer, Samsung, is chosen to verify the proposed hypotheses. A survey was conducted with 328 participants in a Midwest City of the USA. The sampling was purposive. The participant was screened through age and the interest on buying electronic goods. The research approach was empirical.

Country image did not showcase any significant impact on brand image and purchase intention. Participants who thought Samsung a Japanese brand did not possess better brand image or purchase intention for the Samsung product compared to participants who knew the right nationality of South Korea. Also the Korea group did perform much better in purchase intention than the Taiwan group.

This result indicates that positively identifying the country‐product image may be a better strategy than obscuring the country image in case of South Korea and other developing countries.

This paper fills the gap between country‐of‐origin image and consumers' decision making in the context of obscured country image. This result indicates that country image can work more constructively when the nationality of the product is identified accurately.

Tests new proposed tools for measuring media exposure in a crisis management situation. A theoretical formula based on a literature review is applied to two crises: the TWA 800 crash and the ValuJet 592 crash. The application of the proposed formula was generally successful. The outcomes showed that diverse comparisons of media exposure are possible through the new methods.

The integration of a Learning Management System (LMS) at the Arab Open University (AOU), Kuwait, opens new possibilities for online interaction between teachers and students. The purpose of this paper is to evaluate the efficiency of the LMS at AOU, Kuwait as a communication tool in the E‐learning system and to find the best automated solution possible.

The study participants were 500 students (270 female and 230 male) from AOU, Kuwait. The participants began to use the LMS in January 2009 and, up to the date of the analysis, used the system continuously during three academic years. The researcher used a quantitative research design because the descriptive statistics were demonstrated in frequency counts and percentages and the responses were analyzed numerically.

This study found that the majority of the AOU, Kuwait students welcome the LMS system at their university. However, there are many reasons why LMSs have failed, including high cost of technology, poor decisions, competition, and the absence of appropriate (or any) business strategies, especially market assessment of consumer demand.

This project identifies different milestones in delivering the LMS process and recommends the best solution to automate the E‐learning procedure at the Open University, Kuwait. The goal is to reduce time, effort and cost when implementing this new solution. The study suggests that students are important stakeholders whose active involvement increases exchange of pedagogical information and promotes interaction among teachers.