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

• Autores: Diana Ingenhoff, Alexander Buhmann
• Localización: Public Relations Review, ISSN-e 0363-8111, Vol. 42, Nº. 3, 2016, págs. 418-431
• Idioma: inglés
• DOI: 10.1016/j.pubrev.2015.11.010
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• Resumen

  • Abstract 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.