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The complexity of richness : media, message, and communication outcomes
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Otondo, R. F., Van Scotter, J. R., Allen, David G. and Palvia, P. (2008) The complexity of richness : media, message, and communication outcomes. Information & Management, Volume 45 (Number 1). pp. 21-30. doi:10.1016/j.im.2007.09.003 ISSN 0378-7206.
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Abstract
Purpose - To examine the factor structure of the richness construct in communication media and understand the nature of the relationships between media, communication outcomes and richness.
Design/methodology/approach - A review of the literature of the concept of media richness is presented to provide the basis for a series of hypotheses relating receivers' perceptions of media richness, communication effectiveness, and communication satisfaction with media type, and message characteristics. Reports the results of 3 x 2 x 2 design experiments based on US Navy recruiting advertisements, varying media type (text, audio, audiovisual), message content (subjective, instrumental), and message length, and with 688 subjects drawn from undergraduate business students at an unnamed university in the Southeast USA. Explains that the students were required to view the advertisements and consider the Navy as a possible career choice.
Findings - The results indicated that: the concept of richness may be too abstract, with media effects being conceptualized better in fine-grained constructs (symbolism, social presence, personal focus, information overload); that media type had significant but weak direct effects on symbolism, social presence, personal focus, and information overload, and with media type being more strongly associated with satisfaction. Concludes that the finding that media type is more strongly associated with satisfaction and effectiveness than with symbolism, social presence, personal focus, and information overload is puzzling and may suggest that key predictors were not included in the study.
Research limitations/implications - The research was limited by the fact that the two dimensions of media richness (feedback, language variety) were not captured.
Originality/value - Extends the media richness and communication research by moving from an intensely social organizational context to one in which some of the participants are less familiar with the organization's norms and values.
Item Type: | Journal Article | ||||
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Divisions: | Faculty of Social Sciences > Warwick Business School | ||||
Journal or Publication Title: | Information & Management | ||||
Publisher: | Elsevier BV | ||||
ISSN: | 0378-7206 | ||||
Official Date: | January 2008 | ||||
Dates: |
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Volume: | Volume 45 | ||||
Number: | Number 1 | ||||
Page Range: | pp. 21-30 | ||||
DOI: | 10.1016/j.im.2007.09.003 | ||||
Status: | Peer Reviewed | ||||
Publication Status: | Published | ||||
Access rights to Published version: | Restricted or Subscription Access |
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