Agenda setting and agenda melding in an age of horizontal and vertical media: A new theoretical lens for virtual brand communities
Document Type
Article
Source of Publication
Journalism and Mass Communication Quarterly
Publication Date
1-1-2009
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.
DOI Link
ISSN
Publisher
SAGE Publications Inc.
Volume
86
Issue
1
First Page
45
Last Page
64
Disciplines
Communication
Keywords
communication, mass media, theoretical study
Scopus ID
Recommended Citation
Ragas, Matthew W. and Roberts, Marilyn S., "Agenda setting and agenda melding in an age of horizontal and vertical media: A new theoretical lens for virtual brand communities" (2009). All Works. 375.
https://zuscholars.zu.ac.ae/works/375
Indexed in Scopus
yes
Open Access
no