Advancing PR measurement and evaluation: Demonstrating the properties and assessment of variance-based structural equation models using an example study on corporate reputation

Ingenhoff, Diana; Buhmann, Alexander

doi:10.1016/j.pubrev.2015.11.010

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Journal article

Advancing PR measurement and evaluation: Demonstrating the properties and assessment of variance-based structural equation models using an example study on corporate reputation

Ingenhoff, Diana Department of Communication and Media Research (DCM), University of Fribourg, Switzerland
Buhmann, Alexander Department of Communication and Culture, BI Norwegian Business School, Oslo, Norway

06.02.2016

Published in:

Public Relations Review. - Elsevier. - 2016, vol. 42, no. 3, p. 418-431

English This paper aims to add to the growing discourse on methods in public relations research by showing how variance-based structural equation modeling (PLS-SEM) can be used to analyze effects between multiple intangible target constructs in PR. We introduce the properties of the method, compare it to conventional covariance-based SEM, and demonstrate how PLS-SEM can be applied to public relations evaluation using an example study on organizational reputation and its effects on trust, and stakeholder behavior (n = 1892). This paper offers a consequent methodological discussion of PLS-SEM and provides a valuable resource for public relations research aiming to apply the variance-based approach.

Faculty

Faculté des sciences économiques et sociales et du management

Department

Département des sciences de la communication et des médias

Language