Developing a New Measure of Media Reputation
Xiaoqun Zhang ()
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Xiaoqun Zhang: University of North Texas
Corporate Reputation Review, 2018, vol. 21, issue 2, 71-83
Abstract This study developed a new composite measure of media reputation combining media favorability, media visibility, and recency. It showed that this new measure had superiority over the measure of media favorability in predicting corporate reputation, and local newspapers were a better news source to measure media reputation than elite newspapers. This study was based on the content analysis of 2817 news articles from two elite newspapers and many local newspapers in the United States.
Keywords: Media reputation; Corporate reputation; Agenda-setting; Measurement (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:pal:crepre:v:21:y:2018:i:2:d:10.1057_s41299-018-0043-x
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