Developing a New Measure of Media Reputation
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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.
KeywordsMedia reputation Corporate reputation Agenda-setting Measurement
The author would like to thank Reputation Institute for providing the RepTrak® Pulse index data, and Dr. Guido Berens and the anonymous reviewers for their valuable comments and suggestions to improve the quality of this article.
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