The purpose of this quantitative research study was to evaluate and determine if significant associations and linear correlations exist between reader socio-demographics, levels of trust and affinity in online citizen writer news story article content, brand loyalty, and acuity in newspaper organizations transitioning from print to online in a heterogeneous population. Descriptive and inferential statistics for dependent and independent variables were analyzed through t tests, Pearson r correlation coefficients, cross tabulation, Pearson Chi-Square, analysis of variance (ANOVA), multivariate analysis of variance (MANOVA), and factor analysis. Data results showed significant relationships for each of the five hypotheses between variables of readers' socio-demographics and level of trust, socio-demographics and acuity, readers' level of trust and level of desire, readers' news brand loyalty and engagement, and readers' engagement and types of online news article content. A post evaluation of observed multivariate associations was conducted through a multivariate analysis of variance (MANOVA) and factor analysis.
|Advisor:||Sullivan, James A.|
|Commitee:||Allen, Mark, Olsen, Gaynel|
|School:||University of Phoenix|
|Department:||Information Systems Technology|
|School Location:||United States -- Arizona|
|Source:||DAI-A 74/09(E), Dissertation Abstracts International|
|Subjects:||Journalism, Web Studies, Information science|
|Keywords:||Citizen journalism, Credibility, Online newspapers, Reader trust|
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