Title

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.

ISSN

1077-6990

Publisher

SAGE Publications Inc.

Volume

86

Issue

1

First Page

45

Last Page

64

Disciplines

Social and Behavioral Sciences

Keywords

communication, mass media, theoretical study

Scopus ID

67651224846

Indexed in Scopus

yes

Open Access

no

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