An examination of perceptions of credibility : analyzing source credibility of Kobe Bryant and professional athletes

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dc.contributor.advisor McDonald, Becky A. en_US Sizelove, Duane A. en_US
dc.coverage.spatial n-us-in en_US 2011-06-03T19:39:42Z 2011-06-03T19:39:42Z 2005 en_US 2005
dc.identifier LD2489.Z9 2005 .S59 en_US
dc.description.abstract Professional athletes have been in the public eye for many years. Over the last 25 years professional athletes have been receiving product endorsement contracts worth millions of dollars. In recent years Kobe Bryant has been one of most sought after athletes for endorsing products. Because of his recent publicity, in the media, for his sexual assault, this study was designed to explore the perceptions of source credibility of Kobe Bryant and professional athletes.An extensive public opinion survey was conducted in the Indianapolis DMA of males and females between the ages of 18 to 34. The genders were broken into three major age groups 18-23, 24-29 and 30-34. The age groups were analyzed to determine pubic opinion on professional athletes, Kobe Bryant, the media and what organizations should look for as they select endorsers. This study found that although males and females 18-34 like professional sports, difference of opinions were found on the credibility of the athletes playing those sports. Findings also reveal that credibility is very difficult measure and cannot be determined by a few characteristics. en_US
dc.description.sponsorship Department of Journalism
dc.format.extent ix, 64, [12] leaves : map ; 28 cm. en_US
dc.source Virtual Press en_US
dc.subject.lcsh Truthfulness and falsehood. en_US
dc.subject.lcsh Professional athletes -- Public opinion. en_US
dc.subject.other Bryant, Kobe, 1978-2020 -- Public opinion. en_US
dc.subject.other Indianapolis (Ind.) -- Public opinion. en_US
dc.title An examination of perceptions of credibility : analyzing source credibility of Kobe Bryant and professional athletes en_US
dc.type Research paper (M.A.), 3 hrs. en_US Thesis (M.A.) en_US
dc.identifier.cardcat-url en_US

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  • Research Papers [5068]
    Research papers submitted to the Graduate School by Ball State University master's degree candidates in partial fulfillment of degree requirements.

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