Agenda building and agenda setting in business: : Corporate reputation attributes

• Autores: Ji Young Kim, Spiro Kiousis, Zheng Xiang
• Localización: Corporate Reputation Review, ISSN-e 1479-1889, Vol. 18, Nº. 1 (February 2015), 2015, págs. 25-36
• Idioma: inglés
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• Resumen

  • Grounded in an agenda-building and agenda-setting framework, the current study explored the transfer of salience relationships among public relations materials, news media coverage and online public communications in a business communication context. A total of 2,576 communication messages were analyzed in terms of the dominant business corporation (object), corporate attributes (substantive attributes) and the tone of attributes (affective attributes). Our results showed that the transfer of salience relationships were strongly supported at the second-level among corporate public relations messages, media coverage and consumers’ messages online. The salience of corporate attributes has a stronger correlation than the salience of the corporate names among communication messages. The theoretical and practical implications are discussed.