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Newly subscribed! Effects of e-mail newsletters on news-reading habit and subscriber retention during onboarding: evidence from clickstream and subscription data 新订阅者!电子邮件新闻简报对新用户入职期间新闻阅读习惯和用户保留率的影响:来自点击流和订阅数据的证据
IF 0.3 4区 经济学 Q4 COMMUNICATION Pub Date : 2024-03-27 DOI: 10.1080/08997764.2024.2333368
Su Jung Kim, Ho Kim, Jaewon R. Choi, Edward C. Malthouse
Despite the increasing popularity of e-mail newsletters, there have been few studies that examine the effects of signing up for e-mail newsletters among news subscribers, especially its role in enh...
尽管电子邮件新闻简报越来越受欢迎,但很少有研究探讨新闻订阅者注册电子邮件新闻简报的效果,尤其是它在提高新闻质量方面的作用。
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引用次数: 0
The show must go on(line): the impact of content and system quality on the usage of television streaming content libraries 节目必须继续(行):内容和系统质量对电视流媒体内容库使用的影响
IF 0.3 4区 经济学 Q4 COMMUNICATION Pub Date : 2024-03-04 DOI: 10.1080/08997764.2024.2322825
Christian Zabel, Reinhard E. Kunz, Verena Telkmann, Daniel O’Brien
This study explores the impact of strategic product characteristics (content and system quality), price value, and habit on attitudinal (word of mouth and brand perception) and behavioral (actual u...
本研究探讨了战略性产品特征(内容和系统质量)、价格价值和习惯对态度(口碑和品牌认知)和行为(实际使用)的影响。
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引用次数: 0
Applying option thinking to value experiential marketing content 运用期权思维对体验营销内容进行价值评估
IF 0.3 4区 经济学 Q4 COMMUNICATION Pub Date : 2023-04-03 DOI: 10.1080/08997764.2023.2224302
F. Völckner, Martin Spann, H. Sattler, Rouven Schwerdtfeger, T. Hennig-Thurau, M. Hirche
ABSTRACT Investments in new marketing offerings are notoriously risky, as they require firms to make judgments about an uncertain future. The authors develop an option-thinking framework for valuing and selecting new marketing offerings that combines real-options theory with virtual markets. They apply the framework and demonstrate its power empirically in the context of experiential content, where valuing marketing offerings constitutes a particularly challenging issue. Specifically, they test the proposed option-thinking framework in two experiential settings (movies and professional team sports) and compare it to current managerial practice. Each experiential setting deals with a common managerial marketing challenge. Study 1 examines extending a brand into a new category, and Study 2 investigates ingredient branding. The proposed framework provides managers with an empirical approach that enables them to consider the “value of waiting” when making investment decisions that involve uncertainty regarding future market developments.
摘要对新营销产品的投资风险是出了名的,因为它们要求企业对不确定的未来做出判断。作者将实物期权理论与虚拟市场相结合,建立了一个评估和选择新营销产品的期权思维框架。他们将该框架应用于体验式内容,并在体验式内容的背景下实证展示其力量,在体验式属性中,营销产品的价值评估是一个特别具有挑战性的问题。具体来说,他们在两种体验环境(电影和职业团队运动)中测试了所提出的选项思维框架,并将其与当前的管理实践进行了比较。每一个体验式环境都应对着一个共同的管理营销挑战。研究1考察了将品牌扩展到一个新的类别,研究2考察了成分品牌。拟议的框架为管理者提供了一种实证方法,使他们能够在做出涉及未来市场发展不确定性的投资决策时考虑“等待的价值”。
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引用次数: 0
Influencer transgressions: The impacts on endorser and brand 网红违规行为:对代言人和品牌的影响
IF 0.3 4区 经济学 Q4 COMMUNICATION Pub Date : 2023-04-03 DOI: 10.1080/08997764.2023.2232769
Walter von Mettenheim, Klaus-Peter Wiedmann
ABSTRACT Social influencer marketing has developed into a powerful form of marketing communication. Influencers, akin to any type of endorser, may commit transgressions. As influencers’ main field of activity is the internet, a transgression can propagate swiftly and cause damage to both an influencer and an endorsed brand. Against this backdrop, we contribute a framework that includes eleven transgressions typically caused by influencers and map the size of the detrimental impacts on the influencer and brand. We verify our assumptions with two empirical investigations including 237 and 616 data sets. In this way, we fill a gap in scandal frameworks and align our work with research on other types of celebrities. The results provide an overview of the impacts of transgressions. Likewise, we examine the specific characteristics of influencers that may appease the transgression. The results show that even supposedly minor transgressions, such as the use of swearwords or commercial sharenting, have negative impacts on an influencer and the endorsed brand. Overall, the effects for the brand may be mitigated to some extent if the influencer has a “bad girl” personality.
社会影响者营销已经发展成为一种强大的营销传播形式。有影响力的人,类似于任何类型的代言人,可能会犯错误。由于网红的主要活动领域是互联网,违规行为可以迅速传播,并对网红和代言品牌造成损害。在此背景下,我们提供了一个框架,其中包括通常由影响者引起的11种违规行为,并绘制了对影响者和品牌的有害影响的大小。我们用两个实证调查验证了我们的假设,包括237和616个数据集。通过这种方式,我们填补了丑闻框架的空白,并将我们的工作与对其他类型名人的研究结合起来。结果提供了海侵影响的概述。同样,我们研究了影响者的具体特征,这些特征可能会平息越轨行为。研究结果表明,即使是很小的违规行为,比如使用脏话或商业分享,也会对网红和代言品牌产生负面影响。总的来说,如果网红有“坏女孩”的性格,对品牌的影响可能会在一定程度上减轻。
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引用次数: 0
Content-, system-, and hardware-related effects on the experience of flow in VR gaming 内容、系统和硬件对VR游戏中流量体验的影响
IF 0.3 4区 经济学 Q4 COMMUNICATION Pub Date : 2022-10-02 DOI: 10.1080/08997764.2022.2149159
Reinhard E. Kunz, Christian Zabel, Verena Telkmann
ABSTRACT The aim of this research was to conceptualize and measure the flow experience of Virtual Reality (VR) gaming as well as to develop and empirically test a research model that explains flow experience and subsequent usage behavior. This model highlights the effects of content-, system-, and hardware-related factors on flow, as well as the relevance of interaction effects. Based on a large survey of 1,784 German VR users, the structural equation model showed that gaming motives, perceived content quality, content range, system quality and barriers to VR usage significantly influence the experience of flow in VR gaming and thus behavioral intention and usage. Age, gamer identification, and VR technology experience had interaction effects with several of these relationships. This study contributes a multidimensional conception of flow and a better understanding of its antecedents and consequences. It yields practical implications by highlighting the need not only to differentiate between self-identified gamers and non-gamers but also to consider previous VR experience and the impact of real-world circumstances in the development and marketing of VR games.
摘要本研究的目的是概念化和衡量虚拟现实(VR)游戏的流量体验,并开发和实证测试一个解释流量体验和后续使用行为的研究模型。该模型强调了内容、系统和硬件相关因素对流量的影响,以及交互效果的相关性。基于对1784名德国VR用户的大规模调查,结构方程模型显示,游戏动机、感知内容质量、内容范围、系统质量和VR使用障碍显著影响VR游戏中的流量体验,从而影响行为意图和使用。年龄、玩家身份和VR技术体验与其中一些关系有交互作用。这项研究有助于建立流动的多维概念,并更好地理解其前因和后果。它强调了不仅需要区分自我识别的游戏玩家和非游戏玩家,还需要考虑以前的VR体验以及现实世界环境对VR游戏开发和营销的影响,从而产生了实际意义。
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引用次数: 1
Does star power mitigate the negative effect of cultural distance on box office revenue? Evidence from Taiwan 明星力量是否减轻了文化距离对票房收入的负面影响?台湾证据
IF 0.3 4区 经济学 Q4 COMMUNICATION Pub Date : 2022-10-02 DOI: 10.1080/08997764.2023.2177655
Pei-An Liao, Min-Xue Zhuang, Wen‐Jhan Jane, Y. Hsu
ABSTRACT This paper examines the effects of star power and cultural distance on box office revenue. Movies released in Taiwan from 2015 to 2019 are collected as the sample. Combined it with the data of movies which were not imported in Taiwan, we propose the Heckit model to cope with the endogeneity decision for distributors as the empirical methodology for the sample selection problem. The results indicate that cultural differences have a negative and significant impact on box office performance. In addition, a U-shape relationship between box office revenue and cultural distance is observed, which improves the cultural discount theory. Star power is measured in several different ways and consistently shows a positive and significant effect on box office revenue. Finally, our results further indicate that with the same cultural distance, the movies with distinguished cast can generate higher box office revenue than the movies without distinguished cast. Star power is sufficient to mitigate the negative effect resulting from cultural differences.
本文考察了明星实力和文化距离对票房收入的影响。以台湾2015年至2019年上映的电影为样本。结合台湾非进口电影的数据,我们提出了应对分销商内生性决策的Heckit模型,作为样本选择问题的实证方法。研究结果表明,文化差异对票房表现有负面且显著的影响。此外,观察到票房收入与文化距离之间存在U型关系,这改进了文化折扣理论。明星力量是以几种不同的方式来衡量的,并且始终显示出对票房收入的积极而显著的影响。最后,我们的研究结果进一步表明,在相同的文化距离下,有优秀演员阵容的电影比没有优秀演员阵容电影能产生更高的票房收入。明星力量足以减轻文化差异带来的负面影响。
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引用次数: 0
Gender Bias in German Media Reports 德国媒体报道中的性别偏见
IF 0.3 4区 经济学 Q4 COMMUNICATION Pub Date : 2022-10-02 DOI: 10.1080/08997764.2023.2182789
Lea Bernhardt, R. Dewenter
ABSTRACT In this paper, we empirically examine German media reports about politicians with regard to gender differences in the reporting. We analyze a comprehensive dataset with coded reports from both public and private media outlets between 1998 and 2012 and estimate the tonality of the coverage using logit models. Overall, we find a more or less balanced reporting with only small differences in the reporting about male and female politicians. An analysis of gender differences by the five largest political parties reveals some interesting results as women in the conservative parties are more likely to receive a positive media coverage than their fellow male party members. On the contrary, women in the Left Party are more likely to receive a negative media coverage. As the results are statistically significant but small in magnitude, we conclude that there is no substantial indication of a gender bias in German Media, although there are some interesting differences by political parties.
摘要本文对德国媒体关于政治人物的报道中存在的性别差异进行实证研究。我们分析了一个综合数据集,其中包含1998年至2012年间来自公共和私营媒体的编码报告,并使用logit模型估计了报道的调性。总的来说,我们发现关于男性和女性政治家的报道或多或少是平衡的,只有很小的差异。一项对五大政党性别差异的分析揭示了一些有趣的结果,保守政党中的女性比男性党员更有可能得到媒体的正面报道。相反,左翼党的女性更容易受到媒体的负面报道。由于结果具有统计学意义,但幅度很小,我们得出结论,尽管政党之间存在一些有趣的差异,但德国媒体中没有实质性的性别偏见迹象。
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引用次数: 0
Power, linkages and space: an exploratory study of China’s film cluster from 2010 to 2020 权力、联系与空间:2010 - 2020年中国电影集群的探索性研究
IF 0.3 4区 经济学 Q4 COMMUNICATION Pub Date : 2022-07-03 DOI: 10.1080/08997764.2022.2115502
Y. Zhou
ABSTRACT In this paper, the network perspective is combined with the clustering theory to investigate the power structure, cooperation network, and spatial distribution of Chinese film clusters between 2010 and 2020. The top 20 grossing films are collected. Moreover, three types of network, including network between directors and companies, inter- and intra-firm network and inter-city network, are established on the basis of the social network analysis and the data processing in Python. In this paper, the imbalance between the power structure and the film resource distribution is demonstrated. In addition, it is revealed that small coteries exist in China’s film clusters. The above small coteries are more significantly connected under the network, while there are relatively sparse connections outside the network. Several emerging eastern cities (e.g., Hangzhou and Nanjing) have stood out, which may be conducive to reducing the absolute monopoly of Beijing, Hong Kong and Shanghai in the China’s film industry.
本文运用网络视角结合聚类理论,对2010 - 2020年中国电影产业集群的权力结构、合作网络和空间分布进行了研究。收集了票房收入最高的20部电影。通过社会网络分析和Python的数据处理,建立了董事与公司之间的网络、公司间和公司内部的网络、城市间的网络三种类型的网络。本文论证了权力结构与电影资源分配之间的不平衡。此外,本文还揭示了中国电影集群中存在小圈子现象。上述小群体在网络下的连接更为显著,而网络外的连接则相对稀疏。一些新兴的东部城市(如杭州和南京)已经脱颖而出,这可能有助于减少北京、香港和上海在中国电影行业的绝对垄断。
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引用次数: 0
The effectiveness of event marketing in an attention economy: Findings from Twitch live-stream esports tournament events 注意力经济中赛事营销的有效性:来自Twitch直播电子竞技锦标赛的调查结果
IF 0.3 4区 经济学 Q4 COMMUNICATION Pub Date : 2022-07-03 DOI: 10.1080/08997764.2022.2115503
Eric Mao
ABSTRACT Previous research on the effectiveness of event marketing was predominantly focused on single events and individual participants. This paper aims to expand the scope of inquiry into this topic by investigating how the frequency and magnitude of esports tournament events affect the numbers of Twitch live-stream viewers and channels. Data containing the monthly averages of Twitch viewers and channels in addition to the event dates and prize sizes of esports tournaments were collected from publicly available online sources. 829 monthly observations involving 17 popular esports games were analyzed and the results were further validated by robustness check. It was found that the frequency of esports tournament events significantly increased both the live-stream viewers and channels. However, event magnitude only positively affected viewership but had a negative impact on the number of active Twitch channels. This work applies underused metrics to appraise the effectiveness of event marketing in an attention economy. Empirical evidence based on event frequency and magnitude confirms the marketing efficacy of esports tournament events in captivating viewer attention. On the other hand, however, there might exist a substantial inequality in the distribution of attention (i.e., monetization opportunities) between big and small Twitch streamers.
摘要以往关于活动营销有效性的研究主要集中在单个活动和个人参与者身上。本文旨在通过调查电子竞技赛事的频率和规模如何影响Twitch直播观众和频道的数量,扩大对这一主题的调查范围。数据包括Twitch观众和频道的月平均数,以及电子竞技比赛的活动日期和奖金规模,这些数据都是从公开的在线来源收集的。对涉及17款热门电子竞技游戏的829项月度观察结果进行了分析,并通过稳健性检验对结果进行了进一步验证。研究发现,电子竞技赛事的频率显著增加了直播观众和频道。然而,事件的规模只对收视率产生了积极影响,但对Twitch活跃频道的数量产生了负面影响。这项工作应用了未充分利用的指标来评估注意力经济中活动营销的有效性。基于赛事频率和规模的经验证据证实了电子竞技锦标赛赛事在吸引观众注意力方面的营销效果。然而,另一方面,大小Twitch流媒体之间的注意力分配(即货币化机会)可能存在巨大的不平等。
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引用次数: 1
Television and women’s reproductive behavior: evidence from Uganda 电视与妇女的生殖行为:来自乌干达的证据
IF 0.3 4区 经济学 Q4 COMMUNICATION Pub Date : 2022-07-03 DOI: 10.1080/08997764.2022.2099874
Ishraq Ahmed
ABSTRACT This paper examines the relationship between television exposure and women’s reproductive behavior in Uganda. There is very little research that has explored the impact of television on the current adoption of modern contraceptives and to our knowledge, no studies have looked at the relationship between family planning programs on TV and the use of modern birth control in Uganda. We find that watching television and specifically watching family planning programs on television is positively associated with the current use of modern contraceptives. Increased frequency of watching TV is also associated with greater use of modern contraceptives. We further find that women exposed to television also changed other aspects of reproductive behavior – preference for a certain number of children and the decision to use any birth control to avoid pregnancy. Our results indicate that continued access to television and family planning programs on television has the potential to alter reproductive behavior and provide women with information and choice to adopt modern methods of birth control.
摘要本文研究了乌干达妇女在电视上的暴露与生殖行为之间的关系。很少有研究探讨电视对目前采用现代避孕药具的影响,据我们所知,也没有研究探讨电视上的计划生育节目与乌干达使用现代节育之间的关系。我们发现,看电视,特别是看电视上的计划生育节目,与当前现代避孕药具的使用呈正相关。看电视的频率增加也与更多地使用现代避孕药具有关。我们进一步发现,接触电视的女性也改变了生育行为的其他方面——对一定数量孩子的偏好,以及使用任何节育措施来避免怀孕的决定。我们的研究结果表明,继续在电视上观看电视和计划生育节目有可能改变生育行为,并为妇女提供信息和选择,以采用现代节育方法。
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引用次数: 1
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JOURNAL OF MEDIA ECONOMICS
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