Dimensions of web site credibility and their relation to active trust and behavioural impact

This paper discusses two trends that threaten to undermine the effectiveness of online social marketing interventions: growing mistrust and competition. As a solution, this paper examines the relationships between Web site credibility, target audiences’ active trust and behaviour. Using structural equation modelling to evaluate two credibility models, this study concludes that Web site credibility is best considered a three-dimensional construct composed of expertise, trustworthiness and visual appeal, and that trust plays a partial mediating role between Web site credibility and behavioural impacts. The paper examines theoretical implications of conceptualizing Web sites according to a human credibility model, and factoring trust into Internet-based behavioural change interventions. Practical guidelines suggest ways to address these findings when planning online social marketing interventions

Developing teachers’ capacities in assessment through career-long professional learning

In a context of increasing demand for quality and equity in education and a sharp focus on accountability, classroom teachers are also expected to support and improve learning outcomes for pupils in response to their individual needs. This paper explores three issues: how teachers understand assessment in relation to their students’ learning, the curriculum and their pedagogical choices; how teachers’ capacity to use assessment to improve students’ learning can be developed through career-long professional learning (CLPL); and how teachers’ learning can be implemented and sustained in schools, both locally and nationally. In considering these issues, recent thinking about learning and assessment and CLPL are considered alongside empirical evidence from the development and implementation of assessment processes and approaches to professional development in Scotland. The paper emphasises the importance of a dynamic framework of CLPL that recognises the individuality of teachers’ learning needs and the consequent need for tailored professional learning opportunities with different combinations of support and challenge at school, local and national levels

Schülerbewertungen von Unterricht an weiterführenden Schulen: Welche Faktoren hängen mit der lehrerseitigen Nützlichkeitswahrnehmung von Unterrichtsevaluationen zusammen?

This study builds on and contributes to work about the use of student evaluation of teacher performance. Although many studies have examined multiple forms of teacher evaluation, not much has been written about high school teachers’ perception of the usefulness of evaluations performed anonymously by students. This article provides additional insight by exploring factors contributing to Norwegian high school teachers’ perceptions of the usefulness of evaluations. Structural equation modelling indicates that perceptions of the developmental purposes of the evaluation process and of clear communication from the school leadership, as well as acknowledgement of the students’ ability to evaluate, are associated with teachers’ perceptions of the usefulness of the evaluation. Student ratings are often used for administrative purposes and tend to be underutilized for developmental purposes. Our findings suggest that feedback from student ratings can be useful in improving teaching practices by providing high school teachers with constructive feedback with which to improve the quality of their teaching. (DIPF/Orig.)Die vorliegende Studie leistet einen Beitrag zur Forschung über den Einsatz von Schülerbefragungen zur Unterrichtsevaluation. Wenngleich zahlreiche Studien vielfältige Formen der Lehrerevaluation untersucht haben, ist über die lehrerseitige Nützlichkeitswahrnehmung von anonymen Unterrichtsbewertungen durch Schülerinnen und Schüler wenig bekannt. Der vorliegende Artikel beleuchtet diese Thematik, indem Faktoren für den wahrgenommenen Nutzen von Evaluationen bei Lehrkräften weiterführender Schulen in Norwegen untersucht werden. Strukturgleichungsmodelle deuten darauf hin, dass die Wahrnehmung eines Entwicklungsziels beim Evaluationsprozess, eine klare Kommunikation der Schulleitung sowie die Anerkennung der Beurteilungsfähigkeit von Schülerinnen und Schülern mit der von Lehrkräften wahrgenommenen Nützlichkeit der Evaluation zusammenhängen. Schülerbewertungen dienen oftmals zu administrativen Zwecken und werden hingegen für entwicklungsorientierte Ziele bislang zu wenig genutzt. Unsere Befunde legen nahe, dass Schülerbewertungen einen Nutzen für die Unterrichtsentwicklung an weiterführenden Schulen haben können, indem sie Lehrkräften konstruktive Rückmeldungen zur Verbesserung ihrer Lehrpraxis bereitstellen. (DIPF/Orig.

Insights from Industry Leaders: A Maturity Model for Strengthening Communication Measurement and Evaluation

Much scholarship has been devoted to identifying barriers that prevent the advancement of communication measurement and evaluation. This research focuses on the characteristics, objectives, and practices of chief communication officers (CCOs) with successful measurement and evaluation programs. Three key dimensions of practice emerged from in-depth interviews: communication executives’ measurement practices and evaluation programs were used to adjust communication strategies; were aligned with other business units; and were integrated with business priority plans. Interviewees also focused on the ability of communication measurement practices and evaluation programs to provide insights for executives, to align communication with the work of other business units, and to connect the organization with the outside environment and stakeholders. This study extends strategic communication scholarship by discussing how overcoming barriers and advancing measurement and evaluation work relates to roles adopted by organizational leaders. This article also offers a preliminary, scalable maturity model that aids in the development, formalization, and optimization of strategic communication measurement and evaluation. This study demonstrates the capacity for communication evaluation to overcome perceived barriers, realize appropriate stature with organizations, and grow communication functions accordingly