Developing a New Measure of Media Coverage of Corporations

• In Event: Methodological Advances in Communication Research

Abstract

This study developed a new composite measure of media coverage combining media favorability, media visibility, and recency, and used it to examine the relationship between media coverage and corporate reputation. It showed that this new measure had high construct validity at the overall level, and had superiority over the media favorability measure in predicting corporate reputation at the overall level and in most of the attributes. It also suggested the indexes that had the highest predictive power. This study was based on the content analysis of 2,817 news articles from two elite newspapers and many local newspapers.

Author

• Xiaoqun Zhang