negative one for the indicators of the main business and positive one for others. So when they met a news frame contrary to their existing schema, the discordance among them lead to have an influence on the evaluation in the unquantifiable indicators. Third, the assessors have a different degree of accepting media reports regarding respective indicator in evaluation category. Fourth, news in the second group, supposedly having an influence in quantity, rather than in the first, have a direct influence on the evaluating. Last, the frequency of exposure to the media has an effect on management evaluation indifferent ways in accordance with the assessors’ schema over the contents of reporting. In conclusion, in order to minimize the room for the external factors, regardless of management achievements, to have an influence on the business performance evaluation, it needs to have the institutionalization of communication process between the assessors and public institutions, establish an evaluation indicator about media reports, and present a concrete guideline for improving the current evaluation system.
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