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dc.contributor.authorNur Arina binte Dafir.-
dc.contributor.authorSiti Hanna binte Ruslan.-
dc.contributor.authorYeong, Chrystal Jia Yi.-
dc.description.abstractIf the spokesperson is indeed the face of the organization, how can we utilize this important channel of communication to enhance perceptions of an organization in the midst of a crisis? While verbal strategies are important, how they are conveyed by the spokesperson, i.e., the non-verbal characteristics of the messenger, is arguably just as important. The authors have developed the new Facial Credibility Model which examines the influence of facial cues and how it affects spokesperson credibility as well as the consequent effect of source credibility on organizational perception. Our findings show that the alteration of hair colour and eyeglasses do effect the perception of spokesperson credibility and that these effects are heavily mediated by gender and crisis intensity. It was found that an increase in spokesperson credibility does not immediately translate to an equivalent increase in organization credibility. Nonetheless, the results reflect a correlation between these dimensions, implying the value of having a credible spokesperson as a channel to speak to an organization’s stakeholders, especially in times of crisis.en_US
dc.format.extent77 p.en_US
dc.rightsNanyang Technological University-
dc.subjectDRNTU::Social sciences::Communicationen_US
dc.titleEnhancing the credibility of the organizational spokesperson : testing the facial credibility model and its influence on the perception of organizational credibility.en_US
dc.typeFinal Year Project (FYP)en_US
dc.contributor.supervisorAugustine Pangen_US
dc.contributor.supervisorMay Oo Lwinen_US
dc.contributor.schoolWee Kim Wee School of Communication and Informationen_US
dc.description.degreeBachelor of Communication Studiesen_US
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Appears in Collections:WKWSCI Student Reports (FYP/IA/PA/PI/CA)
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