THE INFLUENCE OF PUBLIC OPINION ON BUSINESS PRACTICES
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ABSTRACT: THE INFLUENCE OF PUBLIC OPINION ON BUSINESS PRACTICES
This study aims to: 1) evaluate the impact of public opinion on corporate reputation; 2) assess the role of media influence on consumer perceptions; and 3) analyze strategies businesses use to manage public perceptions. A survey research design is chosen to capture diverse perspectives on public opinion. Using Taro Yamane’s formula, a sample size of 330 respondents, including public relations professionals and business executives, is determined. Abuja, with its media and public relations focus, is selected as the location. The survey achieves a reliability coefficient score of 0.87. Findings indicate that public opinion significantly affects corporate reputation, consumer trust, and purchasing decisions. Businesses employ proactive communication strategies, engage with stakeholders, and monitor media coverage to shape positive public perceptions. The study recommends that companies prioritize transparency, responsiveness, and ethical communication practices to build and maintain favorable public opinion.
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