Issues Dynamics, Activated Publics, and Online Behaviors: A Test of the Issues Processes Model in the Korean Context

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Abstract

This study was designed to examine key predictors of young adults’ online/offline behaviors by testing Hallahan’s Issues Processes Model. The survey results suggest that involvement and knowledge levels function as strong predictors of young adults’ online and offline behaviors. The results also suggest that the intensity of participating in online and offline behaviors increases as publics are transformed from inactive publics to active publics. This study expands the model to explain the publics’ online behaviors.

Authors

• Jinae Kang, University of Alabama

• Seon-Kyoung An, University of Alabama

• Jee Young Chung, University of Alabama

• Kyoung Yoon Kwak, Sogang University