AN EXPERIMENTAL TEST OF PUBLIC RELATIONS MESSAGES
Kim, Jangyul
This study examined the effect of message sidedness in public relations messages and its interaction effect with source credibility, in particular, with source trustworthiness and source goodwill, on the message recipients' attitude toward the message, the public relations issue, and toward the company. The findings provide a theoretical and practical background for public relations activities. In particular, this study highlights why it is im...