Corporate Reputation on Mass Media, Public Opinion, and YouTube: Examining the Factors Influencing Reputation of Fortune 500 Companies
This study investigated the relationships of the mass media, public opinion, and social media strategies regarding corporate reputation. We collected data from content analyses of television news reports and official corporate YouTube videos, and then compared the data with a public opinion survey about corporate reputation. By doing so, this study hopes to confirm the influence of mass media and recognize the role of social media in shaping and influencing corporate reputation. Results indicated that YouTube salience promotes corporate reputation. The correlation between a corporation’s mass media agenda and YouTube agenda supports the concept of intermedia agenda setting, meaning one media’s agenda setting influences another media’s agenda. Further, we found that the salience of substantive attributes in media coverage and in YouTube channels is significantly related with the corporations’ reputation scores. This study extends the factors influencing corporate reputation and recognized the role of social media strategies. These findings are promising in helping examine the complex relationship among the mass media, social media, and corporate reputation.
Keywordsfirst-level agenda setting second-level agenda setting mass media corporate reputation social media
- Barnes, N.G. and Lescault, A.M. (2014) The 2014 Fortune 500 and social media: Linkedin dominates as use of newer tools explodes. October, http://www.umassd.edu/cmr/socialmediaresearch/2014fortune500andsocialmedia/, accessed 1 December 2015.
- Cappelli, P. (2001) ‘On-line recruiting’, Harvard Business Review, 79(3), 139–146.Google Scholar
- Carroll, C.E. (2011) The role of news media in corporate reputation management. In: R.J. Burke, G. Martin and C.L. Cooper (Eds.) Corporate Reputation: Managing Opportunities and Threats. London: Gower Press, pp. 199–216.Google Scholar
- Coombs, W.T. (2007) Ongoing Crisis Communication: Planning, Managing, and Responding (2nd ed.). Thousand Oaks, CA: Sage.Google Scholar
- Deloitte, LLP. (2009) Social networking and reputational risk in the workplace. http://www.deloitte.com/assets/DcomUniteStates/Local%20Assets/Documents/us_2009_ethics_workplace_survey_220509.pdf, accessed 1 December 2015.
- Evans, L. (2010) Social Media Marketing: Strategies for Engaging in Facebook, Twitter, and Other Social Media. Indianapolis, IN: Que Publishing.Google Scholar
- Fombrun, C.J. (1996) Reputation: Realizing Value from the Corporate Image. Boston, MA: Harvard Business School Press.Google Scholar
- Kiousis, S., Popescu, C. and Mitrook, M. (2007) ‘Understanding influence on corporate reputation: An examination of public relations efforts, media coverage, public opinion, and financial performance from an agenda-building and agenda-setting perspective’, Journal of Public Relations Research, 19, 147–165.CrossRefGoogle Scholar
- McCombs, M. and Reynolds, A. (2009) How the news shapes our civic agenda. In: J. Bryant and M.B. Oliver (Eds.) Media Effects: Advances in Theory and Research (3rd ed.). New York: Routledge, pp. 1–16.Google Scholar
- Phillips, D. and Young, P. (2009) Online Public Relations: A Practical Guide to Developing an Online Strategy in the World of Social Media. Philadelphia, PA: Kogan Page Publishers.Google Scholar
- Scott, D.M. (2013) The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly. Hoboken, NJ: Wiley.Google Scholar
- Shamma, H.M. (2012) ‘Toward a comprehensive understanding of corporate reputation: Concept, measurement and implications’, International Journal of Business and Management, 7(16), 151–169.Google Scholar
- Stoldt, G.C., Dittmore, S.W. and Branvold, S.E. (2012) Sport Public Relations: Managing Stakeholder Communication. Champaign, IL: Human Kinetics.Google Scholar
- The Nielsen Company. (2014). The Harris Poll 2014 RQ® summary report. The Harris Poll, April, http://www.harrisinteractive.com/Products/ReputationQuotient.aspx, accessed 10 October 2015.
- Universal McCann (2012). The business of social: social media tracker 2012. http://www.wave.umww.com/assets/pdf/wave_6-2011_international_results.pdf, accessed 10 October 2015.
- Waddington, S. and Earl, S. (2012) Brand Anarchy: Managing Corporate Reputation. London: A&C Black.Google Scholar