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Corporate Reputation Review

, Volume 12, Issue 4, pp 299–315 | Cite as

Under What Conditions Do the News Media Influence Corporate Reputation? The Roles of Media Dependency and Need for Orientation

  • Sabine A Einwiller
  • Craig E Carroll
  • Kati Korn
Academic Research

Abstract

Previous research has assumed uniform effects of the news media's influence on corporate reputation. This study uses theories of media system dependency and ‘need for orientation’ to examine contingent conditions affecting the degree of the media influence. Our integrated measurement approach gauging media coverage and stakeholder evaluations on the same dimensions of reputation furthered the methodological approach to this research area. We found that stakeholders depend more on the news media to learn about reputation dimensions that are difficult to directly experience or observe and for which the news media are the main source of information.

Keywords

corporate reputation media effects agenda-setting theory media system dependency theory need for orientation 

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Copyright information

© Palgrave Macmillan, a division of Macmillan Publishers Ltd 2010

Authors and Affiliations

  • Sabine A Einwiller
    • 1
  • Craig E Carroll
    • 2
  • Kati Korn
    • 3
  1. 1.University of MainzMainz,Germany
  2. 2.University of North Carolina at Chapel HillChapel HillUSA
  3. 3.University of Applied Sciences Northwestern Switzerland, School of BusinessOltenSwitzerland

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