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Abstract ▼ AI-Helper

The present study examines how charismatic images of news anchors influence audiences’ perceptions of news credibility, news watching intention and news program loyalty. In particular, it was hypothesized that audiences’ identification with news anchors would mediate the effect of charismatic imag...

The present study examines how charismatic images of news anchors influence audiences’ perceptions of news credibility, news watching intention and news program loyalty. In particular, it was hypothesized that audiences’ identification with news anchors would mediate the effect of charismatic image on audiences’ perceptions of news credibility, news watching intention and news program loyalty. This study also looks at how audiences’ perceptions of source credibility moderate the magnitude of such effects. It was found that charismatic images of news anchors had positive effects on audiences’ perceptions of news credibility, news watching intention and news program loyalty, and such effects were significantly mediated by the extent to which audiences identified with news anchors. Further, the results showed that the effects of charismatic images on news watching intention and news program loyalty were more pronounced among participants with higher credibility perceptions than lower credibility perceptions. Implications of the findings are discussed in terms of charisma theory.

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