Pacing the fast growing technology and the convergence of media with the Internet nowadays, major news outlets are seeking to increase web traffic to their websites. Twitter is one of the platforms that news outlets use to promote their news stories. Providing a hyperlink with the Tweets to the full story on the news outlet's web page leads to web traffic. One of the approaches used to raise web traffic are Tweets that drive audiences to click- through the news outlet's hyperlink to reach their page.
This study investigated increasing online news via the use of social media and particularly Twitter links. The study used a between-subjects experiment that surveyed 234 college students and examined what news values produced a click-through likelihood. It examined whether the direct source of the Tweet the news outlet, or a friend's Retweet would impact the click-through likelihood of a Tweet's hyperlink, and whether the perception of newsworthiness or the liking of a Tweet would contribute to the click-through likelihood. Statistical tests were carried out to answer the proposed questions and discover the relationship between these variables and their impact on the click-through likelihood.
|Advisor:||Davie, William R.|
|Commitee:||Dinu, Lucian F., Ferguson, Alice C.|
|School:||University of Louisiana at Lafayette|
|School Location:||United States -- Louisiana|
|Source:||MAI 54/04M(E), Masters Abstracts International|
|Subjects:||Journalism, Web Studies, Mass communications|
|Keywords:||Click-through likelihood, News source, News values, Perception of newsworthiness, Retweet, Twitter|
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