Xiaoqun Zhang

The Measurement of Media Reputation (eBook, ePUB)

• Format: ePub

Produktbeschreibung

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.

Produktdetails

• Verlag: Bloomsbury eBooks US
• Seitenzahl: 152
• Erscheinungstermin: 25. Juli 2019
• Englisch
• ISBN-13: 9781498573009
• Artikelnr.: 57274149

Autorenporträt

By Xiaoqun Zhang

Inhaltsangabe

Chapter 1: Media Reputation: A Critical Overview Chapter 2: The Measurement
of Media Coverage Chapter 3: The Comparisons and Validity Tests of the
Measures of Media Favorability Chapter 4: Interactions among Three
Dimensions of Media Coverage Chapter 5: A Composite Measure of Media
Reputation Chapter 6: Conclusions and Discussions