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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.

Additional indexing

Item Type:Book Section, refereed, further contribution
Communities & Collections:06 Faculty of Arts > Department of Communication and Media Research
Dewey Decimal Classification:070 News media, journalism & publishing
Scopus Subject Areas:Social Sciences & Humanities > General Economics, Econometrics and Finance
Social Sciences & Humanities > General Business, Management and Accounting
Social Sciences & Humanities > General Arts and Humanities
Social Sciences & Humanities > General Social Sciences
Language:English
Date:2015
Deposited On:23 Sep 2015 15:22
Last Modified:09 Aug 2024 03:30
Publisher:Springer
OA Status:Green
Publisher DOI:https://doi.org/10.1007/978-3-319-18236-0_21

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