Not all clicks are equal: detecting engagement with digital content

Zhou, Yayu; Calder, Bobby J.; Malthouse, Edward C.; Hessary, Yasaman Kamyab

doi:10.1080/16522354.2021.1924558

Cited by 20 publications

(16 citation statements)

References 35 publications

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“…The Z statistic is also very large (–35) suggesting that sessions are strongly associated with churn. The regularity finding is consistent with Zhou et al (2021) and Kim et al (2021). The reference category for the cluster dummies is low all, and so the other estimates describe the difference between low-all and the other clusters in the effect on the log odds of churning.…”

Section: Resultssupporting

confidence: 70%

“…The U&G approach is useful for understanding why news readers (or customers, in other fields) continue reading a specific media brand, platform, or genre of content. While there is little research within journalism and media studies about factors that impact subscriber retention (Kim et al, 2021; Zhou et al, 2021), other scholars have identified several factors that influence customer purchase behavior, including paying for a subscription. The churn probability is the chance that paying subscribers to cancel their subscriptions within a specific time period, such as a month (Lee et al, 2017).…”

Section: Literature Reviewmentioning

confidence: 99%

See 1 more Smart Citation

Churning off the news: An analysis of newspaper subscriber churn across digital devices

Peña

Malthouse

Mersey

2023

Newspaper Research Journal

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Subscriber churn is of utmost importance for newspapers, which have for decades been struggling to maintain the robust readership they used to enjoy. This is especially true in a digital media landscape that operates within an attention economy. This study examined the difference in subscriber churn across 29 newspaper properties in large U.S. chain. Using subscriber data gathered from all 29 newspapers, this study analyzed whether the device and digital platform on which one consumes news impacts the churn probability of subscribers. The authors found that there were clusters of device usage and that different combinations of device usage impacted churn probability for subscribers, particularly on mobile. Churn was highest for those using mobile browser, presumably because of poor reading experience, which is a call to action for news organizations who have not prioritized the mobile news experience.

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Section: Resultssupporting

confidence: 70%

Section: Literature Reviewmentioning

confidence: 99%

Churning off the news: An analysis of newspaper subscriber churn across digital devices

Peña

Malthouse

Mersey

2023

Newspaper Research Journal

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“…Experiences arise from customer interactions with the brand. The different experiences combine over time to form an overall level of engagement with the product or service (Calder et al ., 2009; Calder et al ., 2016a, b, 2018; Zhou et al. , 2021).…”

Section: Life Purpose Brand Communitiesmentioning

confidence: 99%

Customer interaction strategy, brand purpose and brand communities

Calder

2022

JOSM

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PurposeCustomer interactions are integral to service brands. Indeed, many product brands have added services in order to create more opportunity for customer interaction. This paper deals with the strategic use of customer interactions to build a strong brand. Customer interaction strategy has evolved considerably beyond traditional sales and advertising in how customer interactions are conducted. Yet the Pareto rule (e.g. 80% of sales from 20% of customers) continues to guide who brands interact with. Conventional wisdom is that firms should target heavy users or customers high on the recency, frequency and monetary (RFM) value of purchases. The purpose of this conceptual paper is to examine how brands can use brand purpose and brand communities to target light users and even nonuser stakeholders as well.Design/methodology/approachThere is reason to hypothesize that brands can go beyond the heavy user limit of targeting customer interactions by developing brands around purpose. Purpose can be based on engagement with personal goals or values or on societal values about doing good for others. Brand purpose can be reinforced by either life purpose brand communities or societal purpose brand communities.FindingsThe paper reviews findings in the brand interaction, brand purpose and brand communities literature.Research limitations/implicationsThe two types of brand purposes and brand communities offer the possibility of growing a brand by targeting customer interactions at light users and nonuser stakeholders.Practical implicationsThere are important future research issues to be addressed, but this approach could increase the value of brands to consumers and extend the life cycle of brands for organizations.Social implicationsFurthermore, the concept of societal brand purpose could allow firms to focus on creating shareholder value as well as addressing social and environmental problems.Originality/valueThis paper broadens the current conception of customer interaction strategy and is thus relevant to relationship and experience marketing.

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“…However, if consumers' use of the RS fails to raise their CE with the platform, its effectiveness is doubtful (e.g. Zhou et al (2021) show that clicks on certain types of news content are associated with higher rates of canceling subscriptions). We, thus, posit that CE with a RS does not necessarily yield a state of being engaged with the platform.…”

Section: Rs For Stronger Consumer Engagementmentioning

confidence: 99%

“…It is desirable to have behavioral measures with concurrent validity, in that they reflect the mediating constructs. An interesting example comes from Zhou et al (2021), who study the case of news media. They show that news organizations should focus on habitual reading (mediator).…”

Section: Further Researchmentioning

confidence: 99%

The role of recommender systems in fostering consumers' long-term platform engagement

Masłowska

Malthouse

Hollebeek

2022

JOSM

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PurposeRecommender systems (RS) are designed to communicate with users and drive consumers' engagement with the platform. However, little is known about the strength of this relationship and how RS can create stronger consumer engagement (CE) with the platform brand. Addressing this gap, this paper examines the role of RS in converting consumers' short-term engagement with the RS to their longer-term platform engagement.Design/methodology/approachTo explore these issues, the authors review key literature in the areas of CE and RS, from which they develop a conceptual framework.FindingsThe proposed framework suggests RS design as an important precursor to consumers' RS use, which is expected to affect their platform engagement/disengagement, in turn impacting the firm's long-term outcomes. The authors also identify key managerial tactics, strategies and challenges to aid the conversion of consumers' RS to CE.Research limitations/implicationsThis research raises pertinent implications for research on the RS/CE interface, as synthesized in a proposed research agenda.Practical implicationsBased on the attained insight, authors outline implications for managing, facilitating and leveraging the proposed RS to CE conversion process. Correspondingly, authors argue that, to optimize RS effectiveness, RS designers should understand the nature of CE.Originality/valueBy exploring the effect of consumers' RS on their longer-term CE with the platform, the analyses offer pioneering managerial insight into RS effectiveness from a CE perspective.

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Not all clicks are equal: detecting engagement with digital content

Cited by 20 publications

References 35 publications

Churning off the news: An analysis of newspaper subscriber churn across digital devices

Churning off the news: An analysis of newspaper subscriber churn across digital devices

Customer interaction strategy, brand purpose and brand communities

The role of recommender systems in fostering consumers' long-term platform engagement

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