Why Mixed Findings on the Impact of Media Coverage on Corporate Reputation? Comparing Multiple Measurements of Attribute Media Favorability in Corporate News

• In Event: Reputation and Image Management

Abstract

Previous studies applying the second-level agenda-setting theory to explore the relationship between corporate news and corporate reputation reached mixed findings. This study explored the possible reasons for these mixed findings from a measurement perspective. It compared different measurements of media favorability of corporate news at the specific corporate reputation attribute level, instead of overall reputation level. The comparison was based on the content analysis of 2,817 news articles from both elite newspapers and local newspapers. The findings suggested the mixed findings could be caused by different measurements of media favorability and different news samples.

Authors

• Xiaoqun Zhang, University of North Texas

• Louisa Ha, Bowling Green State U