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

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.

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Figure 1

Notes

  1. http://www.bmwi.de/BMWi/Navigation/Service/suche,did=195926.html [Accessed 31 March, 2009]

  2. Other than in covariance-based methods of SEM, PLS does not generate measures for the global fit of the model. While covariance-based SEM aims for the best fit of the empirical with the hypothetical model, PLS seeks to minimize the variances of the dependent variables, similar to regression analysis (Wold, 1989). Therefore, in PLS the measure for goodness of fit of the model is the degree of explained variance, the rate of reliability R2, of the dependent variables.

  3. The value of the different reputation dimension was created by calculating an additive index from all attributes belonging to the respective dimension.

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Einwiller, S., Carroll, C. & Korn, K. Under What Conditions Do the News Media Influence Corporate Reputation? The Roles of Media Dependency and Need for Orientation. Corp Reputation Rev 12, 299–315 (2010). https://doi.org/10.1057/crr.2009.28

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Keywords

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