A variance-based approach for PR measurement and evaluation
This chapter aims to add to the growing discourse on methods in public relations research by showing how variance-based structural equation modeling (PLSSEM) can be used to analyze effects between multiple intangible target constructs. The chapter introduces the properties of the method and demonstrates how it can be applied to analyze relations between latent constructs. This is exemplified using a model on organizational reputation, trust, and stakeholder behavior and applying it in a comparative analysis of four different stakeholder groups.
KeywordsManifold Covariance Marketing Cond Stake
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