Applying channel complementarity theory to new and traditional economic media usage patterns of U.S. investors

Glynn, Carroll J.; Huge, Michael E.

doi:10.1016/j.chb.2014.05.018

Cited by 7 publications

(5 citation statements)

References 29 publications

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“…As a result of this extensive research, there is a set of fairly well-defined topics that has captured a large part of researchers' attention (Ahlers, 2006;Dutta-Bergman, 2004;Glynn, & Huge, 2014;Thurman, 2014;Van Der Wurff, 2011). However, as explained below, their discussion has been dominated by a technological viewpoint.…”

Section: Printed and Digital Newsmentioning

confidence: 98%

Legacy and Native News Brands Online: Do They Show Different News Consumption Patterns?

Arrese

Kaufmann

2016

International Journal on Media Management

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The distinction between legacy media and digital media has frequently been used to analyze the journalistic and commercial contrast between traditional media (offline) and new media (online). However, little research has been carried out on the degree to which legacy brands differ from digital native brands in the digital environment. Are legacy and digital native news brands associated with similar news consumption patterns, or do those patterns differ substantially? This work intends to give an answer to this question, taking as a reference the Spanish case. The underlying assumption of this study is the idea that legacy brands carry over into the digital world some of the consumption characteristics of their old products, which could differ greatly from those associated with new digital native products. While not in the manner initially planned, the study confirms the existence of small differences in those characteristics between groups of brands, but mostly related to journalistic factors, not marketing ones. These findings have important consequences for the branding of legacy and native news brands.

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Section: Printed and Digital Newsmentioning

confidence: 98%

Legacy and Native News Brands Online: Do They Show Different News Consumption Patterns?

Arrese

Kaufmann

2016

International Journal on Media Management

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“…text messaging) with complementary values because it allows for both rich and lean communication. Taken together, channel complementarity theory suggests that channels can be complementary in many aspects of people's needs, such as information seeking, interpersonal connection, entertainment and self-presentation (Glynn and Huge, 2014;Ruppel and Burke, 2015). Based on these findings, we aim to apply channel complementarity theory in the context of brand community-swinging.…”

Section: Literature Review 21 Channel Complementarity Theorymentioning

confidence: 99%

“…This theory provides a framework for understanding the relationship between different media channels and has been validated in a wide range of contexts. Glynn and Huge (2014) demonstrate that investors utilise a wide range of complementary communication channels, including traditional and new media, interpersonal discussion and professional communication, to seek economic information. Previous research provided evidence for channel complementarity effect among the Internet, radio, newspaper, television, telephone and social media tools in many communication contexts, including crisis (Dutta-Bergman, 2006), health (Tian and Robinson, 2008a, b), finance (Glynn and Huge, 2014) and politics (Neyazi et al, 2019).…”

Section: Literature Review 21 Channel Complementarity Theorymentioning

confidence: 99%

“…Accordingly, little is known about the antecedents and outcomes of brand community-swinging, although it has become an increasingly notable phenomenon (Phua et al, 2017). To fill this gap, the present study establishes a research framework of antecedents and outcomes of brand community-swinging based on a novel theory, namely channel complementarity theory, which suggests that consumers employ various types of media in a complementary way (Glynn and Huge, 2014;Ruppel and Rains, 2012). Informed by this theory, this study examines the impact of complementarity in four gratifications (information value, entertainment value, social interaction value and self-presentation value) of brand community-swinging.…”

Section: Introductionmentioning

confidence: 98%

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Understanding the antecedents and outcomes of brand community-swinging in a poly-social-media context: a perspective of channel complementarity theory

Liao

Chen

Dong

2021

APJML

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PurposeThis study aims to examine the increasingly widespread phenomenon of brand community-swinging, which refers to a user's routine use of multiple brand communities of a brand across different social media. Drawing from channel complementarity theory, this study examines whether the complementarity of gratifications in four values (i.e. information value, entertainment value, social interaction value and self-presentation value) influences brand community-swinging and, in turn, cultivates brand loyalty.Design/methodology/approachA questionnaire was developed to collect relevant data from users of a well-known smartphone brand. The survey yielded a total of 351 useable responses, and a structural equation model approach was used to test the hypotheses.FindingsThe results indicate that three types of gratification complementarity (information value, social interaction value and self-presentation value) have a significantly positive impact on consumers' brand community-swinging, which further fosters brand loyalty.Originality/valuePrevious research predominantly focused on the motivations and outcomes of consumers' participation within a single-brand community, but little is known about the antecedents and outcomes of brand community-swinging in a poly-social-media context. This study contributes to the brand community literature by addressing this research gap.

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“…However, physical stores provide shoppers with many face-to-face services, such as multi-sensory contact with products, personalized consultation, and the perception of the servicescape aesthetics. Research has shown that physical stores have been applied to complement online services [28]. Therefore, we propose that offering crosschannel advantages complementarity could optimize the decision-making process and enhance consumer value.…”

Section: Complementary Advantages Across Channels In Omnichannel Retailmentioning

confidence: 99%

Exploring the Impact of Online and Offline Channel Advantages on Brand Relationship Performance: The Mediating Role of Consumer Perceived Value

Zhao

Xiao-yu

Liu

2022

Behavioral Sciences

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As omnichannel shopping behavior becomes increasingly popular among consumers, how to leverage the respective advantages and synergies of online and offline channels to retain customers for a long time is an urgent issue for retailers to solve. The purpose of this study is to explore the key advantages of online and offline channels influencing the omnichannel shopping experience in the decision-making process, and investigate their impact on consumer perceived value and brand relationship performance, as well as the interaction effect of online channel advantages and offline channel advantages. This study identifies the key advantages of online channels (search convenience, customer-generated information richness, and social connection) and offline channels (direct product experience, sales-staff assistance, and servicescape aesthetics) through a qualitative study and relevant literature review. Then, the proposed research framework was tested using the structural model equation in AMOS and hierarchical regression techniques in SPSS utilizing data from 347 shoppers. The results show that all variables except customer-generated information richness have positive impact on consumer perceived value. Other than search convenience and customer-generated information richness, consumer perceived value mediates the effect of other variables on brand relationship performance. Additionally, the interaction effect of online and offline channel advantages positively impacts consumer perceived value.

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Applying channel complementarity theory to new and traditional economic media usage patterns of U.S. investors

Cited by 7 publications

References 29 publications

Legacy and Native News Brands Online: Do They Show Different News Consumption Patterns?

Legacy and Native News Brands Online: Do They Show Different News Consumption Patterns?

Understanding the antecedents and outcomes of brand community-swinging in a poly-social-media context: a perspective of channel complementarity theory

Exploring the Impact of Online and Offline Channel Advantages on Brand Relationship Performance: The Mediating Role of Consumer Perceived Value

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