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Media brand loyalty through online audience integration?


Lischka, Juliane A (2015). Media brand loyalty through online audience integration? In: Siegert, Gabriele; Förster, Kati; Chan-Olmsted, Sylvia; Ots, Mart. Handbook of Media Branding. Berlin: Springer, 305-317.

Abstract

This chapter discusses the question whether audience members become loyal toward a media brand when sharing, liking or commenting on online media content – or are loyal readers more inclined to write comments on online articles or to like and share them? The aim is to answer this chicken-egg causality dilemma on the audience integration-loyalty relation on a theoretical basis. Therefore, the concept of attitude-behavior consistency, the theory of reasoned action, involvement theory, uses and gratifications theory, and current research are reviewed. In conclusion, audience integration can be defined as behavioral dimension of loyalty and affects gratifications obtained that determine satisfaction, which in turn determines loyalty and future gratifications sought.

Abstract

This chapter discusses the question whether audience members become loyal toward a media brand when sharing, liking or commenting on online media content – or are loyal readers more inclined to write comments on online articles or to like and share them? The aim is to answer this chicken-egg causality dilemma on the audience integration-loyalty relation on a theoretical basis. Therefore, the concept of attitude-behavior consistency, the theory of reasoned action, involvement theory, uses and gratifications theory, and current research are reviewed. In conclusion, audience integration can be defined as behavioral dimension of loyalty and affects gratifications obtained that determine satisfaction, which in turn determines loyalty and future gratifications sought.

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Additional indexing

Item Type:Book Section, refereed, further contribution
Communities & Collections:06 Faculty of Arts > Institute of Mass Communication and Media Research
Dewey Decimal Classification:700 Arts
Language:English
Date:2015
Deposited On:23 Sep 2015 15:22
Last Modified:08 Dec 2017 14:04
Publisher:Springer

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