Managing Brands in a Converging Media Environment

Langner, Tobias; Brüne, Philipp; Fischer, Alexander

doi:10.1007/978-3-642-36163-0_10

Cited by 10 publications

(5 citation statements)

References 30 publications

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“…On the contrary, when consumers' involvement with a brand is high, or when consumers are community members of highinvolvement emotional brands (e.g. Apple, Harley-Davidson, Mini) (Langner et al, 2013), their interest in brand-related content on Facebook will be also high (Füller et al, 2008), which in turn could affect the level of flow and communitas experienced by these consumers. According to Muntinga et al (2012), consumer involvement with a brand plays a significant role in the way consumers experience and interact with brand-related content in social media.…”

Section: Conclusion and Managerial Implicationsmentioning

confidence: 99%

The impact of Facebook experience on consumers’ behavioral Brand engagement

Triantafillidou

Siomkos

2018

JRIM

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Purpose The aim of the present study is twofold. First, it measures Facebook users’ experience in a holistic way by taking into account the various dimensions of Facebook experience (i.e. entertainment, flow, escapism, challenge, learning, socializing and communitas); second, it tests the effects of these dimensions in relation to consumers’ brand engagement on Facebook. Design/methodology/approach Two online surveys were conducted using self-administered questionnaires. Respondents were recruited through the snowball sampling technique. Findings The findings suggest that the different experiential elements of Facebook usage have varying effects on the two brand engagement factors (consuming and contributing) on Facebook. Specifically, the passive element (consuming) is positively influenced by the dimensions of flow and communitas (i.e. feelings of belongingness), while escapism is found to be a negative predictor. The active element of engagement (contributing) is positively affected by dimensions such as entertainment, flow, socializing and communitas. Practical implications Brand managers should design Facebook pages for their brands that entertain and immerse consumers, while enabling them to socialize and bond with others to increase levels of consumers’ engagement with brands on Facebook. However, brand managers should be cautious regarding the fantasy experience (escapism) offered by their Facebook pages, as this can distract consumers from the content of the brand page. Originality/value To date, most studies on Facebook usage have been conducted under the uses and gratifications framework, while the various elements that comprise Facebook users’ experience have not received sufficient attention in previous conceptualizations of Facebook experience. In addition, the present study enhances the research by examining consumers’ brand engagement on Facebook as a potential consequence of the various Facebook experience dimensions.

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Section: Conclusion and Managerial Implicationsmentioning

confidence: 99%

The impact of Facebook experience on consumers’ behavioral Brand engagement

Triantafillidou

Siomkos

2018

JRIM

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“…In Situationen, in denen die Wahrnehmungsbelastung niedrig ist ("Browser"), sorgen die nicht beanspruchten kognitiven Kapazitäten des Menschen dann dafür, dass er auch für ihn aktuell nicht relevante Objekte aufnimmt und verarbeitet (Lavie et al 2004, S. 339 f.). Im Zuge der Navigation durch Hypertextstrukturen ist die Unterscheidung zwischen Searchern und Browsern deshalb zentral (Gall und Hannafin 1994, S. 218;Langner et al 2013). Die beiden Nutzergruppen können als die jeweiligen Enden eines Kontinuums verstanden werden.…”

Section: Rolle Unterschiedlicher Nutzertypenunclassified

“…Browser durchsuchen Webseiten nicht gezielt, sondern durchstöbern diese nach interessanten Inhalten, durch die sie vor allem ihre affektiven Bedürfnisse (z. B. Stimulation, Unterhaltung) befriedigen (Pagendarm und Schaumburg 2001;Sun et al 2013, S. 62;Langner et al 2013). Das Areal, das dabei durchstöbert wird, ist häufig deutlich größer als bei Searchern.…”

Section: Rolle Unterschiedlicher Nutzertypenunclassified

“…Searcher konzentrieren ihre Wahrnehmung vor allem auf jene Regionen der Webseite, in denen sie die gesuchten Informationen bzw. einen Hinweis auf diese vermuten (Pagendarm und Schaumburg 2001;Langner et al 2013;Sun et al 2013, S. 62). Die Nutzergruppe der Searcher ist demzufolge besonders häufig von der Bannerblindheit betroffen.…”

Section: Rolle Unterschiedlicher Nutzertypenunclassified

See 1 more Smart Citation

Werbeblindheit im Internet erfolgreich überwinden

Langner¹,

Fadl²,

Brüne³

2016

Handbuch Sozialtechniken Der Kommunikation

Self Cite

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Der Einsatz von Online-Bannern als Mittel der Marketingkommunikation hat in den vergangenen Jahren außerordentlich zugenommen. Effizienz und Effektivität der Online-Werbung geraten allerdings zunehmend durch das Phänomen der Bannerblindheit unter Druck. Die Gründe hierfür liegen zum einen in der zunehmenden Nutzung von Adblockern und zum anderen in der kognitiven Fähigkeit der Konsumenten, Fixationen auf Online-Werbebannern zu unterdrücken. In dem vorliegenden Beitrag werden zentrale Sozialtechniken abgeleitet, die es Werbetreibenden ermöglichen, die Bannerblindheit ihrer Zielgruppe zu reduzieren und damit die Effektivität und Effizienz der Online-Werbung nachhaltig zu steigern.

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“…The integration of content across media platforms to connect with users is part of the goal of convergence in media organizations. Point convergence is the blending of old media or traditional media, such as magazines, television, newspapers, and radio with new media like computers and the Internet [1]. Since the first radio discovered web streaming in the 1990s, it can be assumed that a radio station should be broadcasted simultaneously online.…”

Section: Introductionmentioning

confidence: 99%

Challenges of Sustainability in Radio Broadcasting Towards a Media Convergence Era by Marketing Public Relations Activities to Create Awareness of Prambors Radio in Indonesia

Sari¹,

Irawan²,

Mone³

et al. 2021

Proceedings of the 2nd Southeast Asian Academic Forum on Sustainable Development (SEA-AFSID 2018)

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This research aims to examine the challenges of sustainability in radio broadcasting of Prambors radio toward media convergence by marketing communication activities to create awareness. The research uses a case study method. The data was obtained through open interviews, non-participant observations, and public documentation such as the company profile, the company website, and social media. The data analysis used a coding concept consisting of open coding, axial coding, and selective coding. The research results indicate that Prambors radio realized that to be able to endure in this media convergence era nowadays, it needs marketing communications activities like events and publications, sponsorships, speeches, news creations, community service, and media identity to create awareness to stay in the public's mind and always listen. These are also marketing communication activities by Prambors radio to make it stay in the public's mind to be a top hits music station.

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Managing Brands in a Converging Media Environment

Cited by 10 publications

References 30 publications

The impact of Facebook experience on consumers’ behavioral Brand engagement

The impact of Facebook experience on consumers’ behavioral Brand engagement

Werbeblindheit im Internet erfolgreich überwinden

Challenges of Sustainability in Radio Broadcasting Towards a Media Convergence Era by Marketing Public Relations Activities to Create Awareness of Prambors Radio in Indonesia

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