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The Measurement of Media Reputation

by Xiaoqun Zhang

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The Measurement of Media Reputation investigates the efficacy of different measurements of media reputation, the overall evaluation of the media coverage of a corporation and a strategic resource used to improve media coverage. Xiaoqun Zhang develops a new composite measure that combines three dimensions of media coverage: visibility, favorability, and recency. Zhang conducts multiple tests comparing the validity of his new composite measure against existing measures of media coverage, arguing that the new measure has both theoretical implications for extending the application of media effects theories to other realms, such as political and business communication, and practical implications as a resource for corporations to achieve competitive advantages.

Publication Details

Publisher:
Lexington Books
Publication Date:
2019

Format

  • OverDrive Read
  • Adobe PDF eBook 2.2 MB
  • Adobe EPUB eBook 891.7 KB

Xiaoqun Zhang (Author)

Xiaoqun Zhang is assistant professor in the Department of Media Arts at University of North Texas.

More about Xiaoqun Zhang
The Measurement of Media Reputation
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