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Streaming Video Service Repertoire: Patterns, Drivers, and Decisions International Journal on Media Management (IF 0.8) Pub Date : 2024-09-11 Sylvia Chan-Olmsted, Anran Luo
As subscription video-on-demand (SVOD) competition heats up with more newcomers beyond the quintessential Netflix, examining streaming video consumption from the perspective of an SVOD repertoire (...
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Managing Competition Between Legacy Television Services and Video Streaming Platforms in Hungary in the Early 2020s – a Case Study International Journal on Media Management (IF 0.8) Pub Date : 2024-08-21 Tamás Csordás, Mihály Gálik
The year 2022 was a turbulent one for the audiovisual industry worldwide. In Hungary, two global streaming platforms, HBO Max and Disney+, launched their services, joining Netflix and some less pop...
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The Production of Web Series: Amateurs Vs. Professionals International Journal on Media Management (IF 0.8) Pub Date : 2024-08-20 Diego F. Montoya-Bermúdez, María T. Soto-Sanfiel
Due to the novelty of the format, web series have been little studied. To address this gap, this research identifies and compares the nature, experiences, and practices of professional and amateur ...
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Configuring the Field of Character and Entertainment Licensing: The Licensing Expo and Other Sites of IP Management International Journal on Media Management (IF 0.8) Pub Date : 2024-06-07 Otávio Henrique Baumgarten Arrabal
Published in International Journal on Media Management (Ahead of Print, 2024)
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Exploring Trust in Media Brands Today: Definition, Dimensions and Cross-national Differences International Journal on Media Management (IF 0.8) Pub Date : 2024-04-03 Steffen Heim, Sylvia Chan-Olmsted, Claudia Fantapié Altobelli, Michael Fretschner, Lisa-Charlotte Wolter
Understanding consumers’ perception of media brands in today’s digitalized world is of major importance to media brands and advertisers alike. Influencing the media consumption experience, trust is...
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Post-Pandemic Hiring Practices and Skills Requested by Local U.S. TV Stations International Journal on Media Management (IF 0.8) Pub Date : 2024-04-02 Danielle Deavours
Job ads are meant to capture the daily responsibilities of the position, as well as let candidates know the skills and qualities the right candidate for the job needs to demonstrate from the employ...
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Consumer Brand Engagement and Video Game Media Brand Authenticity International Journal on Media Management (IF 0.8) Pub Date : 2024-03-30 Jacqueline Burgess, Christian Jones
Video game consumers are well-known for their brand engagement activities, but the interaction between brand engagement and brand authenticity in a video game context remains unknown. This study us...
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How the Financing Source Affects a Film’s Box Office. The Value of Subsidies and International Co-Production on the Polish Market International Journal on Media Management (IF 0.8) Pub Date : 2023-10-23 Agnieszka Orankiewicz, Aleksandra Bartosiewicz, Adam Kucharski
The film industry can be a high-profit business, but it also comes with high financial risk. Since film production requires large investments, producers and investors are looking for clues on how t...
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Local Television News on Instagram: Exploring the Effects of News Values and Post Features on Audience Engagement International Journal on Media Management (IF 0.8) Pub Date : 2023-04-27 Miao Guo, Fu-Shing Sun
This study investigates the effects of Instagram news values and post features on audience engagement by sampling 2,100 news posts distributed by 12 U.S. local television stations’ Instagram accoun...
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Charge for Content and Digital Culture Transformation: Agility as Strategy at El Mundo International Journal on Media Management (IF 0.8) Pub Date : 2023-03-15 Luis Sangil, Francisco J. Pérez-Latre, Manuel Goyanes
ABSTRACT This article explores the relationship between the transformation of the digital culture of legacy newspapers and the implementation of paywalls. Its premise is the relevance of an organizational culture based on risk adoption and adaptability, as well as the correlation between the success of payment models and market conditions. This article aims to contribute to the understanding of management
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Content Niching of AM/FM Vs. Digital-Only Audio Media in Pakistan: An Empirical Analysis of Competitive Distinctiveness in the Content Available on Websites International Journal on Media Management (IF 0.8) Pub Date : 2023-03-08 Barira Bakhtawar, Faiza Latif, Paul Clemens Murschetz, Asifa Kamal
ABSTRACT The study investigates competitive distinctiveness by measuring niches in the content available on websites of traditional AM/FM and Digital-only audio media which is currently addressed by very few studies. Guided by Dimmick’s Niche Theory, we niche-analyze content categories on audio media websites (N = 72) in Pakistan by computing breadth, overlap, and competitive superiority. Drawing on
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Influential Factors in Domestic OTT Platforms’ Choice of Foreign Content in South Korea International Journal on Media Management (IF 0.8) Pub Date : 2023-02-22 Si-Huan Wang, Yoonhyuk Jung
ABSTRACT Over-the-top (OTT) services are the main avenue for audiences to consume foreign content; therefore, companies use foreign content as a weapon to compete for local market share. Employing an analytic hierarchy process (AHP) in a survey of 14 OTT-content-related incumbents, this study prioritized the decisive factors in domestic OTT platforms’ choice of foreign content in South Korea. The results
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Innovations of China’s Mainstream Media Convergence International Journal on Media Management (IF 0.8) Pub Date : 2023-02-21 Galung Triko, Pera Nurfathiyah
Published in International Journal on Media Management (Vol. 24, No. 4, 2022)
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The Relevance of Emerging Technologies for Media Conglomerates. A Question of the Planning Horizon of Technology Investment Activities International Journal on Media Management (IF 0.8) Pub Date : 2022-11-18 Magdalena Ciepluch, Uwe Eisenbeis
ABSTRACT Technological innovations have always shaped the development of media innovations. Emerging technologies enable the further development of media business models as they provide companies with potential competitive advantages. Hence, we anticipate that the adoption of emerging technologies in the media industry is both likely and implemented with foresight. This study examines the external
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Formal Professionalization of early-stage Social Media “Influencers”—attitudinal Drivers and Their Relation to Personality Traits International Journal on Media Management (IF 0.8) Pub Date : 2022-11-15 Castulus Kolo, Florian Haumer, Mr Alexander Roth
ABSTRACT By seeking relationships with advertisers, actively posting social media users become “influencers” in the sense of influencer marketing. As such, they combine content based on personal stories or specific capabilities with third parties’ commercial interests. Unlike research on well-known social media celebrities, in this study we focus on nascent media professionals in the early stages of
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Antecedents of Consumer Adoption of Over-the-Top Services in South Korea International Journal on Media Management (IF 0.8) Pub Date : 2022-09-21 Dahye Jeong, Minyoung Lee, Eunil Park
ABSTRACT This study aims to explore South Korean consumers’ adoption of over-the-top (OTT) services, which are one of the most innovative media services available today. We employed two user-oriented approaches – the diffusion of innovation theory and the technology acceptance model – to propose an integrated consumer acceptance model for OTT services. We analyzed online survey data from 1,302 South
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Judging A Magazine by Its Cover – A Conceptual Framework to Understand Sales Through Content and Design Interaction International Journal on Media Management (IF 0.8) Pub Date : 2022-06-24 Lea Püchel, C.-M. Wellbrock
ABSTRACT Content Design is advocated as one of the key factors influencing consumers’ attitude and buying behavior. However, its real effects on sales performance remain largely unknown. We propose a research framework to evaluate the effect of content design on sales and empirically test its employability within the German magazine retail sector. To develop the research framework, we first derive
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The Impacts of Service Quality, Perceived Value, and Social Influences on Video Streaming Service Subscription International Journal on Media Management (IF 0.8) Pub Date : 2022-06-22 Miao Guo
ABSTRACT This study investigates the factors affecting U.S. consumers’ willingness to continue and subscribe to video streaming services. Three explanatory factors, video streaming service quality, perceived value, and social influences, are proposed to predict consumer subscription. By surveying 834 online video streaming users in the U.S., the analysis results show that five predictors from these
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Media Management Matters. Challenges and Opportunities for Bridging Theory and Practice International Journal on Media Management (IF 0.8) Pub Date : 2022-06-01 Aske Kammer
Published in International Journal on Media Management (Vol. 24, No. 2, 2022)
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Managing media and digital organizations International Journal on Media Management (IF 0.8) Pub Date : 2022-05-30 Sven-Ove Horst
Published in International Journal on Media Management (Vol. 24, No. 2, 2022)
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Partnering with Smart TV Platforms: The Content Providers’ Dilemma International Journal on Media Management (IF 0.8) Pub Date : 2022-04-18 Sebastian Goetzenberger, Grant Mooney, Bernd Riefler
ABSTRACT In a world of increasing digitalization platforms, business models are booming in many sectors. This trend is also growing in the entertainment industry and can be observed in regard to smart TVs and the operating systems that serve as content platforms. Of key interest are the factors that drive decision-making when content providers have to choose which specific smart TV platform to partner
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Drivers of Mergers and Acquisitions in the Telecommunication Industry: The Differences between Blockbuster and Small M&As International Journal on Media Management (IF 0.8) Pub Date : 2022-03-31 Yang Bai, Ryan Yang Wang, Rachel X. Peng, Krishna Jayakar
ABSTRACT Although many major, blockbuster mergers and acquisitions (M&As) in the telecommunications industry have attracted much attention from both the popular press and the media economic research community, small M&A deals in fact constitute the vast majority of business expansion activities in the telecommunications industry. Utilizing the data obtained from the Zephry database for over 2500 M&A
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The Effect of Innovation on the Market Structure of the Media Industry: A Longitudinal Study International Journal on Media Management (IF 0.8) Pub Date : 2022-03-09 Tom Vizcarrondo
ABSTRACT This study examines if and how technological innovation influences market structure of the media industry. OLS regression analysis is employed to address the following research question: How do technological innovations affect the market structure of the media industry? Results suggest that changes in the adoption rates of television and cable television influence the media industry’s market
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The Impact of Actor Engagement on the Business Models of Video Game Developers International Journal on Media Management (IF 0.8) Pub Date : 2022-02-18 Nicola Kleer, Reinhard E. Kunz
ABSTRACT The aim of this study is to examine the impact of actor engagement, defined as an actor’s voluntary contribution of resources that go beyond the actual transaction/exchange, on the business model concept in the context of the digital media industry. Based on a literature review, the authors develop propositions about the influence of actor engagement on three elements of a company’s business
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Mass Media Deploying Digital Personalization: An Empirical Investigation International Journal on Media Management (IF 0.8) Pub Date : 2022-02-17 Claudia Loebbecke, Franziska Oberschulte, Irina Boboschko
ABSTRACT The digitization provides mass media with various means to personalize their online offerings. By better meeting user preferences, personalization theoretically allows mass media to counteract declining circulations and revenues. While past research has extensively addressed approaches to personalization, it is unclear to what extent mass media use personalization – a gap we address in this
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Digital Sustainability: Assessing U.S. Newspapers’ Online Readership with the Multidimensional Attention Model International Journal on Media Management (IF 0.8) Pub Date : 2022-02-15 Nan Zheng, Hsiang Iris Chyi, Yee Man Margaret Ng, Kelly Kaufhold
ABSTRACT More than 20 years into newspapers’ digital experiment, most are still struggling in search of a business model while digital revenue remains a fraction of total revenue. To examine the sustainability of digital journalism, this study assesses the top 50 U.S. newspapers’ digital readership with the Multidimensional Web Attention Model. Empirical analyses using Nielsen and Comscore data identified
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PTSD in the Newsroom: A Grounded Theory View of Organizational Leaders and Trauma International Journal on Media Management (IF 0.8) Pub Date : 2022-01-21 Desiree Hill
ABSTRACT A number of studies have demonstrated that journalists will experience traumatic events during the course of their careers. Yet a gap in the research exists regarding newsroom organizational leaders and the impact of trauma on their work and emotional health. This study used a grounded theory approach to learn how newsroom leaders experience trauma and how they learn from events such as disasters
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Editor’s Announcement International Journal on Media Management (IF 0.8) Pub Date : 2021-12-06 Bozena I. Mierzejewska
(2021). Editor’s Announcement. International Journal on Media Management: Vol. 23, No. 1-2, pp. 1-1.
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Online Strategies of the Largest Broadcasters in the Times of Uncertainty. The Case of Russia International Journal on Media Management (IF 0.8) Pub Date : 2021-11-22 Elena Vartanova, Andrey Vyrkovsky, Daria Vyugina
ABSTRACT The digital transformation of traditional broadcasting is of particular interest to media scholars worldwide. In Russia, terrestrial broadcasting that has in recent decades dominated the national media system with large audiences and attracting the major advertisers has been affected by digitalization of the national media industry, the rapid growth of the internet and the shift of young audiences
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Advanced Introduction to Platform Economics International Journal on Media Management (IF 0.8) Pub Date : 2021-08-26 Carl-Gustav Linden
(2021). Advanced Introduction to Platform Economics. International Journal on Media Management: Vol. 23, No. 1-2, pp. 147-148.
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The Impact of Product Quality on Advertising Media Planners’ Satisfaction International Journal on Media Management (IF 0.8) Pub Date : 2021-08-20 Ingo Knuth, Dirk Engel
ABSTRACT Income structures of media companies strongly rely on advertising revenues. To be able to produce content of high quality, many media companies need to be able to maximize revenues on the advertising market. In this context it is obvious that the core product of media companies, which is the content package, is essential for selling advertising space and time. We therefore address the question
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Online First? Multi-Channel Programming Strategies of German Commercial Free-to-air Broadcasting Companies International Journal on Media Management (IF 0.8) Pub Date : 2021-08-17 Verena Telkmann
ABSTRACT Broadcasters are faced with a strongly changing situation due to digitalization. Although linear TV usage is still at a high level, the relevance of non-linear content distribution (i.e., via media libraries) continues to grow. By interviewing eleven managers from commercial broadcasting channels, this article examines the planning processes and distribution decisions in a multi-channel context
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Are Social Media Worth It for News Media?: Explaining News Engagement on Tumblr and Digital Traffic of News Websites International Journal on Media Management (IF 0.8) Pub Date : 2021-08-11 Dam Hee Kim, Meera Desai
ABSTRACT News organizations, faced with financial challenges in transitioning to a digital era, have embraced social media to attract an audience. Little, however, is empirically known regarding which factors generate engagement on social media to drive traffic to dedicated news websites. To answer this question, digital traffic of top 50 news organizations and 230,375 posts made by 41 accounts of
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Preparedness to Cope with an Unexpected Crisis. Lessons Learnt by Spanish Regional TV Broadcasting Management International Journal on Media Management (IF 0.8) Pub Date : 2021-08-08 Miguel Marco-Fondevila, Víctor Orive-Serrano, Pilar Latorre-Martínez
ABSTRACT The outburst of COVID-19 pandemic all over the world has brought an unexpected economic and financial crisis to our door, which could have dramatic effects in our society and in worldwide economy. In the particular case of the broadcasting business, this potential threat combines with the drastic changes brought by the advent of digital platforms and on-line contents, setting a new scenario
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Risk Management in Digital Advertising: An Analysis from the Advertisers’ Media Management Perspective International Journal on Media Management (IF 0.8) Pub Date : 2021-08-06 Danilo Tauro, Umberto Panniello, Roberta Pellegrino
ABSTRACT For advertisers, media management is the downstream part of advertising: After creative content is produced, advertisers manage different distribution channels to reach the right target audiences in efficient and effective ways. In the last five years, new technologies have disrupted this space and supported the exponential growth of digital advertising. Creative content may be distributed
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Do SVOD product attribute trade-offs predict SVOD subscriptions and SVOD account access? Using utility constant sums to predict SVOD subscriptions and SVOD account access International Journal on Media Management (IF 0.8) Pub Date : 2021-05-07 Anthony Palomba
ABSTRACT Over the past five years, there has been a market supply side upsurge of streaming-video-on-demand (SVOD) services, the slow but steady erasure of expensive cable and satellite bundling packages, and the rise of their response to SVOD services, the skinny bundle package. Considering this, do consumer product-trade-offs reflect generic competitive strategies exercised by SVOD firms? If so,
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A Hierarchy of Acceptable Changes for Audiences of Nostalgic Narrative Media Brands International Journal on Media Management (IF 0.8) Pub Date : 2021-05-18 Jacqueline Burgess, Christian Jones
ABSTRACT This research used the branding concepts of brand nostalgia and brand heritage to examine and understand the changes that audiences will accept to a narrative media brand, a term proposed by this research to help distinguish between different types of media brands with the aim of focusing and advancing media branding research into fictional media. Narrative media brands involve a continuing
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Drawn to the Screen by Who We Are and Who We Aspire to Be: Brand-Self Congruence Differences in Movie Preferences International Journal on Media Management (IF 0.8) Pub Date : 2021-04-25 Danny D. E. Kim
ABSTRACT Established media preference theories implicitly presume that audiences know a media product’s content or effects. Brands can fill this logical gap, with brands that media creators craft around their products providing cues about potential content or effects. Connecting parallel theories concerning self-congruence in communication and marketing research, this survey-based study examines whether
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Quality Control in Journalism: The Management of Media Accountability in Newsrooms in Kenya International Journal on Media Management (IF 0.8) Pub Date : 2021-01-11 Jared Obuya
ABSTRACT Media organizations are experiencing unprecedented technological, financial, and technological pressures, which have exposed them to severe public scrutiny and put their management practices on the spotlight. In many democratic contexts, media practitioners have responded to these public pressures by instituting a raft of quality control measures aimed at gaining public support and forestalling
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Factors Affecting the Frequency and Length of Blackouts in Retransmission Consent Negotiations: A Quantitative Analysis International Journal on Media Management (IF 0.8) Pub Date : 2020-12-22 Eun-A Park, Rob Frieden, Krishna Jayakar
ABSTRACT This paper examines the factors predicting the frequency and duration of local broadcast television blackouts by Multichannel Video Programming Distributors (MVPDs), as a consequence of breakdowns in retransmission consent negotiations. Using a database of 372 retransmission agreements executed between 2011 and 2018, the paper uses a binomial logistic regression to identify the factors predicting
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Global Mistrust in News: The Impact of Social Media on Trust International Journal on Media Management (IF 0.8) Pub Date : 2020-04-02 Sora Park, Caroline Fisher, Terry Flew, Uwe Dulleck
ABSTRACT Digital platforms such as search engines and social media have become major gateways to news. Algorithms are used to deliver news that is consistent with consumers’ preferences and individuals share news through their online social networks. This networked environment has resulted in growing uncertainty about online information which has had an impact on news industries globally. While it
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Second Screening: Measuring Second Screen User Behavior in a Social Television Viewing Environment International Journal on Media Management (IF 0.8) Pub Date : 2020-04-02 Miao Guo
ABSTRACT This study investigated second screen user behavior in a social television-viewing environment. Two online consumer panels of 1,052 second screeners were sampled to complete the three-stage research strategy. Through conceptualization and operationalization of the second screening construct, this study identified five underlying dimensions, including utility, control, interaction, influence
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Shaping the Corporate Perimeter in a Changing Media Industry International Journal on Media Management (IF 0.8) Pub Date : 2020-01-19 John J. Oliver, Robert G. Picard
ABSTRACT A constant theme in strategic media management literature is the transformational impact that digital media technologies and deregulation have had on shaping media firms’ corporate strategies. Whilst the role of corporate strategy is to encapsulate a firm’s long-term direction and scope of activities, it will also give a strong indication of how the firm will compete and be positioned in an
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To Diversify or Not? Uncovering the Effects of Identification and Media Engagement on Franchise Loyalty in eSports International Journal on Media Management (IF 0.8) Pub Date : 2020-01-02 Bastian Kordyaka, Katharina Jahn, Bjoern Niehaves
ABSTRACT The question of the optimal level of diversification in marketing research has a long history and shows an inconsistent empirical picture. Based on assumptions from the media management field, consumer engagement literature and social identity approach, this paper is aimed at obtaining a better understanding of diversification as a competitive advantage for organizations in eSports. Accordingly
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Gamers First – How Consumer Preferences Impact eSports Media Offerings International Journal on Media Management (IF 0.8) Pub Date : 2020-01-02 Zeran Ji, Richard C. Hanna
ABSTRACT Since 2016, eSports has grown into a key sector of the media landscape. Yet, manystakeholders are challenged with managing the complexity of eSports media. Existing business model literature suggests that organizations can build competitive advantages by aligning strategy with consumer needs. This approach would aid in the task of eSports management, but current understanding of eSports consumers
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Deciphering the World of eSports International Journal on Media Management (IF 0.8) Pub Date : 2020-01-02 Tobias M. Scholz
ABSTRACT This editorial gives a short preface to the eSports industry and why this industry is unusual for media management research – thereby describing the eSports ecosystem based on the stakeholders involved, the fundamental characteristics, and the governing principles of the industry. Then the three papers in this special issue are introduced. These papers show the uniqueness of the eSports industry
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Shaping a Regional Offline eSports Market: Understanding How Jönköping, the ‘City of DreamHack’, Takes URL to IRL International Journal on Media Management (IF 0.8) Pub Date : 2020-01-02 Brian McCauley, Kieran Tierney, Dinara Tokbaeva
ABSTRACT Globally, eSports is growing in influence in media. However, it represents a unique phenomenon in the modern mediascape as it is expanding beyond the online digital world and becoming interwoven in the offline, physical world. Jönköping, a mid-sized Swedish city that hosts the DreamHack winter and summer events, provides the setting for how this offline context is being facilitated and shaped
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A Review of Artificial Intelligence Adoptions in the Media Industry International Journal on Media Management (IF 0.8) Pub Date : 2019-10-02 Sylvia M. Chan-Olmsted
ABSTRACT Artificial intelligence is a transformational technology of the digital age and an increasingly critical business mindset for companies, especially for those in the media sector with a growing array of digital content products and advertising opportunities. Given its unique market characteristics, it is unclear whether AI would offer the same disruptive power and utilities in the media sector
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Prevalence of Business Models in Global OTT Video Services: A Cluster Analysis International Journal on Media Management (IF 0.8) Pub Date : 2019-10-02 Eun-A Park
ABSTRACT This paper is an empirical analysis of the prevalence of business models in the Over The Top (OTT) video content distribution sector. From a review of the literature on taxonomies of OTT business models, it identifies five attributes of an OTT content distribution platform: ownership, vertical integration with content producers, platform/multiplatform compatibility, service type, and revenue
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Brand Extension Strategies in the Film Industry: Factors behind Financial Performance of Adaptations and Sequels International Journal on Media Management (IF 0.8) Pub Date : 2019-10-02 Dam Hee Kim
ABSTRACT In the film industry, which is notoriously high risk, sequels and adaptations stand out as successful films. Conceptualizing adaptations and sequels as extended brands, this paper takes an in-depth look at brand extension strategies in the film industry by analyzing films released from 2010 to 2013 in the U.S. This paper puts forward five adaptations types by their source materials (i.e.,
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Entertainment science: Data analytics and practical theory for movies, games, books, and music International Journal on Media Management (IF 0.8) Pub Date : 2019-07-21 Kelsey Whipple
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Handbook of media management and economics, 2nd Edition International Journal on Media Management (IF 0.8) Pub Date : 2019-07-21 Gracie Lawson-Borders
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Making media: Production, practices, and professions International Journal on Media Management (IF 0.8) Pub Date : 2019-07-15 Martin J. Riedl
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The audience and business of YouTube and online videos International Journal on Media Management (IF 0.8) Pub Date : 2019-04-03 Kelsey N. Whipple
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Users’ Definition of Snapchat Usage. Implications for Marketing on Snapchat International Journal on Media Management (IF 0.8) Pub Date : 2019-04-03 Joerg Tropp, Andreas Baetzgen
ABSTRACT Despite its high popularity, Snapchat remains a mystery to many marketers. This study uses a mixed-methods approach to gain a thorough understanding of how users define Snapchat usage in terms of their cognitive processing and behavioral patterns. 14 core associations for Snapchat media usage were explored in focus groups, which were then converted into a consensus map using the concept map
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Complexity, Uncertainty and Change in News Organizations International Journal on Media Management (IF 0.8) Pub Date : 2019-03-24 Bartosz Wilczek
ABSTRACT Media managers and journalists have responded to digitalization over time by implementing online journalism and by converging and de-converging print and online newsrooms. Drawing on complexity and uncertainty theories, this article develops a cycle model, which furthers the understanding of why and how news organizations change. Qualitative and quantitative findings in two European legacy
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How to Engage with Younger Users on Instagram: A Comparative Analysis of HBO and Netflix in the Spanish and US Markets International Journal on Media Management (IF 0.8) Pub Date : 2019-03-05 Juan Martín-Quevedo, Erika Fernández-Gómez, Francisco Segado-Boj
ABSTRACT Social media have become useful tools for audiovisual promotion, especially to reach niche audiences. Twitter promotional strategies have been widely studied, yet other growing platforms such as Instagram have been less analyzed. This paper examines the Instagram promotional strategies of two pay-per-view platforms (HBO and Netflix) in two markets (the USA and Spain). A total of 731 messages
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Using Brand Equity to Model ROI for Social Media Marketing International Journal on Media Management (IF 0.8) Pub Date : 2019-01-02 Ronen Shay, Morgan Van Der Horst
ABSTRACT This study proposes a model that measures the value of audience responses to company-initiated social media posts by assessing their direct and indirect effects on brand equity. The model was tested using a content analysis of every post made by 25 different brands on Instagram, Facebook, and YouTube during September 2017. Findings demonstrate that online reach has a positive relationship
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Disruptive Marketing Communication for Customer Engagement. The New Frontiers of Mobile Instant Messaging International Journal on Media Management (IF 0.8) Pub Date : 2019-01-02 Vittoria Marino, Letizia Lo Presti
ABSTRACT The aim of this paper is to evaluate the use of mobile instant messaging (MIM) apps from the perspective of the user. The objective is to verify what is the perceived usefulness, perceived value of use and usability of this new channel of communication utilized with customers and to verify if there are premises for considering instant messaging services as a new platform for customer engagement
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The Mediating Role of Consumer Engagement with the Brand Community and Its Effect on Corporate Reputation International Journal on Media Management (IF 0.8) Pub Date : 2019-01-02 Mateus Ferreira, Felipe Zambaldi
ABSTRACT The literature on media management addresses social media as a means for brands to build relationships, share experiences, communicate interactively, and collectively with consumers, and compete for the attention and engagement of their audiences to maximize performance. In this paper, we check the impact of brand involvement and perceived homophily on consumer engagement with brand communities