I try to consider who the dominant culture/society is on a given land mass and create a name based on their linguistic root (I base cultures on real-world ones, so that's what I derive the language from). For example, one of my continents is dominated by a Russian expy culture, so the continents name is based in Russian. I sometimes will also make notes about what another major group calls it, but that may just be because I like dwelling in the little details (to continue the above example, the same continent also has a Romani/Cossack culture that uses the same name as the dominant group, and an Inuit/Aleut culture [who are themselves a splinter group from a Polynesian/Maori expy] who recognize the dominant naming but also have their own name for the continent).