期刊
JOURNAL OF MEDIA BUSINESS STUDIES
卷 19, 期 1, 页码 1-28出版社
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/16522354.2021.1887439
关键词
News media brands; consumer brand engagement; mediation model; entertainment
类别
This study examines the direct and indirect effects of three motives (utility, entertainment, and pass time) on consumer brand engagement for online news media brands, indicating the critical role of entertainment as a mediator in the relationship between consumer motives and brand engagement.
Given that the current media condition provides numerous channels that create interaction between news media brands and consumers, the concept of consumer brand engagement (CBE), referred as being the interactive relationships between consumers and brands is more crucial than ever in the media sector. The purpose of this study is to examine the direct and indirect effects of three motives, utility, entertainment, and pass time, on consumer brand engagement for online news media brands. A causal model that illustrates both the direct and indirect effects of the three motives on CBE reveals the critical role of entertainment as a mediator. Utility and entertainment positively impact CBE, whereas pass time is negatively associated with CBE for online news media brands. Entertainment positively mediates the relationship between utility and CBE as well as influencing the negative relationship between pass time and CBE.
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