The role of credibility in shaping attit
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Mary M. Long; Larry Chiagouris
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Article
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2006
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John Wiley and Sons
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English
β 106 KB
The study examines the factors that impact the perceptions of consumers when visiting a nonprofit website. Measures of online communications effectiveness in the for-profit environment are applied to the nonprofit world. \* Consumer reactions to two major nonprofit websites provide insight into the