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
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.
Faculté des sciences économiques et sociales et du management
Département des sciences de la communication et des médias
  • English
Information, communication and media sciences
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