Subjective Norms as a Driver of Mass Communication Students’ Intentions to Adopt New Media Production Technologies Journal Article uri icon



  • In this study, the impact of subjective norms on mass communication students’ intentions to adopt new media production technologies was explored. The results indicated that subjective norms play an instrumental role in explaining behavioral intentions to adopt new media technologies. Moreover, the data indicated that public relations students scored slightly lower on the behavioral intentions scale than their advertising and journalism colleagues. However, no evidence was found that the relationship between subjective norms and behavioral intentions differs on the basis of major classification. This study concludes by discussing practical implications for educators tasked with providing instruction on new media production tools.

publication date

  • December 1, 2013

Date in CU Experts

  • January 30, 2017 2:23 AM

Full Author List

  • Hopp TM

author count

  • 1

Other Profiles

International Standard Serial Number (ISSN)

  • 1077-6958

Electronic International Standard Serial Number (EISSN)

  • 2161-4326

Additional Document Info

start page

  • 348

end page

  • 364


  • 68


  • 4