Examining Legitimacy Gap in Issues Management Applying Expectancy Violation Theory:
An Empirical Analysis of Legitimacy Gap in an Issue of Direct-to-Consumer Advertising in Pharmaceutical Industry
This paper aims to examine the legitimacy gap between publics' perceived societal expectation and an organizational behavior for different types of issues in the pharmaceutical industry. Public's perceived societal expectations will be conceptualized as types of framing themes in the news coverage and organizational behaviors as types of framing themes in news releases. They will be content analyzed and compared.
