“…versations on reputation is often taken for granted, not tested, in most of the practitioners' literature in social media marketing and public relations (Weber, 2009;Gillin, 2008;Scott, 2008;Breakenridge, 2008;Li and Bernoff, 2008). This causal relationship, though, cannot be just assumed, not only because it needs to be supported by sound social science research but also because a model built on a direct and simple relationship between communication and public opinion makes claims that are not consistent with the most authoritative literature on media effects (McQuail et al, 2006;McCombs et al, 1997;Weaver et al, 2004) and reputation building (Fombrun and Van Riel, 2003;Carroll and McCombs, 2003;Downing, 2001;Rindova, 2005). Research on media effects has a long tradition.…”