TITLE:
Advancing Measures in Advertising, Communication, and Public Relations: A Comprehensive Review of Scale Development Studies, 1960-2023
AUTHORS:
Hyoungkoo Khang, Eyun-Jung Ki, Jason Ziyuan Zhou, Da-Young Kang
KEYWORDS:
Scale Development, Factor Analysis, Advertising, Communication, Public Relations
JOURNAL NAME:
Advances in Journalism and Communication,
Vol.12 No.4,
November
1,
2024
ABSTRACT: To investigate scale development research in advertising, communication, and public relations, in this study, we analyzed 240 articles from 38 journals with a publication date up to 2023. We followed a structured method for scale construction, including measure definition, item-pool generation, expert content validity testing, sample administration, and scale validation. The findings indicate a post-1990s surge in scale development, with methodologies diversifying for innovative scale creation. In recent years, advanced techniques in scale development have emerged across these disciplines. However, only 33% of the studies included in this research used exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) together; this reveals a lack of comprehensive reporting on EFA processes. The present study underscores the need for enhanced rigor and reporting in future scale-development research and offers specific recommendations to accomplish this.