Title

Agenda setting and agenda melding in an age of horizontal and vertical media: A new theoretical lens for virtual brand communities

Source of Publication

Journalism and Mass Communication Quarterly

Abstract

This study tests agenda-setting theory and the agenda-melding hypothesis in the context of brand actors and virtual brand communities. The aggregate attribute agendas of brand-controlled communications, news media content, and a virtual brand community are analyzed. The results indicate a positive relationship between the brand agenda and brand community agenda, and an unexpected negative relationship between the media agenda and brand community agenda. In terms of agenda melding, the data indicate that the brand community, when divided by various demographic measures into subgroups, reflects attribute agendas that remain similar to the aggregate brand community agenda. © 2009 AEJMC.

Document Type

Article

First Page

45

Last Page

64

Publication Date

1-1-2009

DOI

10.1177/107769900908600104

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