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Content marketing strategy of branded YouTube channels 品牌YouTube频道的内容营销策略
IF 1.3 Q1 Social Sciences Pub Date : 2020-06-25 DOI: 10.1080/16522354.2020.1783130
Rang Wang, Sylvia M. Chan-Olmsted
ABSTRACT As content marketing becomes a viable approach to build brands and connect with consumers, this study assessed top brands’ content marketing strategy on branded YouTube channels via content analysis. Using a consumer engagement conceptual framework, the study examined brands’ strategies addressing the interactivity, attention, emotion, and cognition aspects of engagement and explored the role of YouTube capabilities, financial resources, and product category in strategy differentiation. Results indicated that engagement through social media content marketing is highly contextual and platform dependent. YouTube capabilities, financial resources, and product category play an important role in strategy differentiation.
随着内容营销成为建立品牌和联系消费者的可行方法,本研究通过内容分析评估了顶级品牌在品牌YouTube频道上的内容营销策略。利用消费者参与概念框架,该研究考察了品牌在互动、注意力、情感和认知方面的参与策略,并探讨了YouTube功能、财务资源和产品类别在战略差异化中的作用。结果表明,通过社交媒体内容营销的参与度是高度上下文和平台依赖的。YouTube的能力、财务资源和产品类别在战略差异化中起着重要作用。
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引用次数: 30
How users approach novel media products: brand perception of Netflix and Amazon Prime video as signposts within the German subscription-based video-on-demand market 用户如何对待新媒体产品:品牌认为Netflix和亚马逊Prime视频是德国订阅视频点播市场的路标
IF 1.3 Q1 Social Sciences Pub Date : 2020-06-17 DOI: 10.1080/16522354.2020.1780067
Vanessa Rahe, Christopher Buschow, Daniela Schlütz
ABSTRACT Today, subscription-based video-on-demand (S-VoD) streaming services such as Netflix and Amazon Prime Video are relevant players within the video content value chain by number of consumers and sales volume. These services represent a rich research context to examine users’ brand perception of novel media products. This study investigates Germany’s most popular S-VoD services Netflix and Amazon Prime Video from a perspective of the Function-oriented Media Brand Model. The model is applied to both services in a quantitative online survey (N = 1267). Overall, the results indicate a more favourably media brand perception of Netflix compared to Amazon Prime Video. Findings are discussed with regard to media brand theory and implications for media companies and potentials for future media brand research are outlined.
摘要如今,基于订阅的视频点播(S-VoD)流媒体服务,如Netflix和亚马逊Prime video,从消费者数量和销量来看,是视频内容价值链中的相关参与者。这些服务代表了一个丰富的研究背景,以考察用户对新媒体产品的品牌感知。本研究从功能导向媒体品牌模型的角度调查了德国最受欢迎的s-VoD服务Netflix和亚马逊Prime Video。该模型在一项定量在线调查中应用于这两项服务(N=1267)。总体而言,这一结果表明,与亚马逊Prime Video相比,媒体对Netflix的品牌认知更为有利。讨论了媒体品牌理论的研究结果,对媒体公司的启示以及未来媒体品牌研究的潜力。
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引用次数: 19
Going beyond the hype: conceptualising “media ecosystem” for media management research 超越炒作:媒体管理研究的“媒体生态系统”概念化
IF 1.3 Q1 Social Sciences Pub Date : 2020-06-12 DOI: 10.1080/16522354.2020.1765668
Ivana Kostovska, T. Raats, Karen Donders, P. Ballon
ABSTRACT Faced with competition from electronic communications, ICT and social media firms, and confronted with multi-sided platforms occupying numerous gatekeeping positions, media firms have to rely on others to create value. Competing means collaborating and supporting others to innovate and create joint value. Taking these changes into account, the use of “ecosystem”, in addition to allied concepts such as platform, became more prominent. Ecosystems allow actors to create value that none of them is able to do on their own. This article explains why the concept of media ecosystem can be useful in media management research and in practice and defines and operationalises the concept in a model that can be used for empirical research and in practice.
摘要面对来自电子通信、信息通信技术和社交媒体公司的竞争,面对占据众多把关位置的多方平台,媒体公司不得不依靠他人来创造价值。竞争意味着合作和支持他人创新和创造共同价值。考虑到这些变化,除了平台等相关概念外,“生态系统”的使用变得更加突出。生态系统允许参与者创造价值,而这些价值是他们自己无法实现的。本文解释了为什么媒体生态系统的概念在媒体管理研究和实践中有用,并在一个可用于实证研究和实践的模型中定义和操作了这一概念。
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引用次数: 5
Media operations: a reorientation of newsworker categorisation 媒体运作:新闻工作者分类的重新定位
IF 1.3 Q1 Social Sciences Pub Date : 2020-06-05 DOI: 10.1080/16522354.2020.1768723
Allie Kosterich, Paul Ziek
ABSTRACT The advent and popularity of digital and social media have forever transformed the news media industry, specifically impacting the overall production and distribution of hard-copy newspapers. Much of the scholarship on the transformation of the news media industry tends to focus on the phenomenon from the perspective of the journalist and how the process of journalism itself is changing. Often, however, this work overlooks how the process and labourers of newswork are more wholly affected. Thus, this paper argues for a reorientation of the categories of workers involved in the news media industry to account for those involved in media operations – those that play an active role in maintaining the infrastructure that physically creates and disseminates newspapers on a text by text basis. In order to achieve this goal, the paper seeks to uncover the newswork that occurs in the concealed world of media operations and then illustrates how changes to the industry are impacting this area of focus. We conclude by offering several potential avenues of future research that would benefit from utilising a media operations perspective. In doing so, the paper furthers a more robust comprehension of the labour needed to perform newswork as the industry continues to undergo digital transformation.
摘要:数字媒体和社交媒体的出现和流行永远改变了新闻媒体行业,特别是影响了硬拷贝报纸的整体生产和发行。关于新闻媒体行业转型的大部分学术都倾向于从记者的角度关注这一现象,以及新闻业本身是如何变化的。然而,这项工作往往忽视了新闻工作的过程和劳动者是如何受到更全面的影响的。因此,本文主张对新闻媒体行业的工人类别进行重新定位,以考虑到那些参与媒体运营的工人——那些在维护以文本为基础创建和传播报纸的基础设施方面发挥积极作用的工人。为了实现这一目标,本文试图揭示媒体运营的隐蔽世界中发生的新闻工作,然后说明行业的变化是如何影响这一关注领域的。最后,我们提供了未来研究的几种潜在途径,这些途径将从媒体运营的角度受益。在这样做的过程中,随着行业继续经历数字化转型,该论文进一步深入了解了从事新闻工作所需的劳动力。
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引用次数: 2
Broadcasters’ content distribution and programming decisions in multi-channel environments: a literature review 多渠道环境下广播公司的内容分配和节目决策:文献综述
IF 1.3 Q1 Social Sciences Pub Date : 2020-05-27 DOI: 10.1080/16522354.2020.1765669
Verena Telkmann
ABSTRACT Despite the increasing digitisation, traditional media remains relevant. However, the importance of non-linear media is steadily growing. Thus, media companies face the challenge to target fragmented audiences by distributing content across different channels. By systematically reviewing existing research, this article identifies relevant determinants influencing broadcasters’ programming and content distribution decisions. In total, 103 articles were identified and reviewed. Based on underlying factors derived from programming and content distribution theories significant and important factors were extracted from the articles. The review (at hand) shows: decisions of broadcasting companies to distribute their content via multiple channels are influenced by many different factors. From a research perspective, the most relevant factors are the consumer demand, the revenue, the competitive environment and the attraction of an increasingly fragmented audience.
尽管数字化程度越来越高,传统媒体仍然具有重要意义。然而,非线性媒体的重要性正在稳步增长。因此,媒体公司面临着通过不同渠道分发内容来瞄准分散受众的挑战。通过系统地回顾现有研究,本文确定了影响广播公司节目和内容分发决策的相关决定因素。共鉴定和审查了103篇文章。根据编程理论和内容分发理论得出的潜在因素,从文章中提取有意义和重要的因素。(手头的)审查表明:广播公司通过多种渠道分发其内容的决定受到许多不同因素的影响。从研究的角度来看,最相关的因素是消费者需求、收入、竞争环境以及对日益分散的受众的吸引力。
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引用次数: 4
How high brand loyalty consumers achieve relationships with virtual worlds and its elements through presence 高品牌忠诚度消费者如何通过存在与虚拟世界及其元素建立关系
IF 1.3 Q1 Social Sciences Pub Date : 2020-05-25 DOI: 10.1080/16522354.2020.1768637
Anthony Palomba
ABSTRACT Presence is linked to the relationship between consumers‘ sought after uses and gratifications to ultimately gain media consumption experiences. As consumers pursue uses and gratifications from video game play, they may seek out media consumption experiences that engage their senses and bodily responses, thus resulting in a collection of experiences with a select video game brand, such as Assassin’s Creed, and potential solidification of brand loyalty towards a select video game brand. Hence, this study was interested in (a) uses and gratifications particular to high brand loyalty consumers (referred to as HBL consumers), (b) how HBL consumers’ media consumption experiences are impacted by brand personality traits of video games, and (c) their virtual parasocial relationships with virtual characters and environments.
摘要存在与消费者追求的用途和最终获得媒体消费体验的满足之间的关系有关。当消费者追求电子游戏的用途和满足感时,他们可能会寻求吸引他们感官和身体反应的媒体消费体验,从而产生与选定的电子游戏品牌(如《刺客信条》)的体验集合,并可能固化品牌对选定电子游戏品牌的忠诚度。因此,本研究感兴趣的是(a)高品牌忠诚度消费者(称为HBL消费者)的特殊使用和满足,(b)HBL消费者的媒体消费体验如何受到视频游戏品牌个性特征的影响,以及(c)他们与虚拟角色和环境的虚拟准社会关系。
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引用次数: 6
Fluid institutional logics in digital journalism 数字新闻中的流动制度逻辑
IF 1.3 Q1 Social Sciences Pub Date : 2020-04-02 DOI: 10.1080/16522354.2019.1699764
Juliane A. Lischka
ABSTRACT The negotiation of competing institutional logics is relevant for organisations active in multi-institutional domains. News organisations are active in the domains of democracy and business, and, through digitisation, they are active in the digital technology domain. This article describes how journalism negotiates competing logics of these domains, i.e. professional, market, managerial, and technology (tech) logics. Analysing n = 744 individual NiemanLab Predictions for Journalism from 2014 to 2019, findings indicate that journalism aggregates and integrates competing logics in a fluid way, keeping synergies across logics and plurality of logics high. The field of journalism is shaped by the competition of four logics: While tech logics induce changes in professional, market, and managerial logics, professional logics remain the dominant moral compass for journalists.
竞争制度逻辑的谈判与活跃在多制度领域的组织有关。新闻机构活跃在民主和商业领域,通过数字化,它们活跃在数字技术领域。这篇文章描述了新闻是如何协调这些领域的竞争逻辑的,即专业逻辑、市场逻辑、管理逻辑和技术逻辑。对2014年至2019年n = 744个NiemanLab新闻预测的分析结果表明,新闻以一种流动的方式聚合和整合竞争逻辑,保持了逻辑之间的协同效应和逻辑的多元性。新闻领域是由四种逻辑的竞争所塑造的:虽然技术引发了专业逻辑、市场逻辑和管理逻辑的变化,但专业逻辑仍然是新闻工作者的主要道德指南针。
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引用次数: 10
Coming to town. Importance of agglomeration factors for media cluster development in the German online video industry 来到城里。集聚因素对德国网络视频产业媒体集群发展的重要性
IF 1.3 Q1 Social Sciences Pub Date : 2020-04-02 DOI: 10.1080/16522354.2019.1699325
Christian Zabel, S. Pagel, Verena Telkmann, Alexander Rossner
ABSTRACT Online video consumption is growing strongly, opening up opportunities for new players to enter this evolving market. Media clusters can capitalise on this trend by trying to attract some of these new actors. In any case, there is not a lot of insight about location decisions of online video producers as of yet. To identify these factors, all 1,910 professional producers distributing their online video content on YouTube, Facebook, Instagram and Twitch in Germany were identified and surveyed. The data from 101 respondents show significant differences between producers located in and outside media clusters for 23 of 26 items operationalising the importance of exogenous and endogenous agglomeration factors. The survey data were then used to develop a model with five principal components (Network Building, Media Ecosystem, Human Resources, Public Funding/Infrastructure and Personal Lifestyle options) and 13 variables, which may be used to elaborate a broader model.
摘要在线视频消费增长强劲,为新玩家进入这个不断发展的市场提供了机会。媒体集群可以利用这一趋势,试图吸引一些新的参与者。无论如何,到目前为止,对在线视频制作人的位置决策还没有太多的了解。为了确定这些因素,对德国所有1910名在YouTube、Facebook、Instagram和Twitch上发布在线视频内容的专业制作人进行了识别和调查。来自101名受访者的数据显示,在26个项目中,有23个项目的媒体集群内外的生产者之间存在显著差异,这些项目体现了外生和内生聚集因素的重要性。然后,调查数据被用于开发一个包含五个主要组成部分(网络建设、媒体生态系统、人力资源、公共资金/基础设施和个人生活方式选项)和13个变量的模型,该模型可用于制定更广泛的模型。
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引用次数: 3
Entrepreneurial identity development through digital media 通过数字媒体发展企业家身份
IF 1.3 Q1 Social Sciences Pub Date : 2020-04-02 DOI: 10.1080/16522354.2019.1689767
S. Horst, Rita Järventie-Thesleff, F. Pérez-Latre
ABSTRACT The use of digital media enables entrepreneurs to develop their startups in strategic manner. However, how entrepreneurs develop their identity through digital media is currently underexplored. Therefore, our focus is on how entrepreneurs describe and reflect on their communication with their audiences over digital media and, in turn, how that shapes their becoming as entrepreneurs. Our empirical data consists of 29 qualitative interviews and close observations in the start-up incubator neudeli at the Bauhaus-University Weimar. Through our analysis we show how the practice of strategic sparring and the practice of brand co-creation facilitate the development towards three alternative identity types, which are “solution-driven”, “purpose-driven” and “lifestyle-driven” identity. Ultimately, our study highlights how media management can be seen as a practice of self through communication over digital media.
摘要数字媒体的使用使企业家能够以战略的方式发展他们的创业公司。然而,企业家如何通过数字媒体发展自己的身份目前还没有得到充分的探索。因此,我们的重点是企业家如何描述和反思他们通过数字媒体与受众的沟通,以及这如何塑造他们成为企业家的形象。我们的实证数据包括29次定性访谈和对魏玛包豪斯大学创业孵化器neudeli的密切观察。通过我们的分析,我们展示了战略陪练的实践和品牌共创的实践如何促进向“解决方案驱动”、“目的驱动”和“生活方式驱动”三种替代身份类型的发展。最终,我们的研究强调了媒体管理如何被视为一种通过数字媒体交流的自我实践。
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引用次数: 16
Understanding the drivers of cable TV cord shaving with big data 用大数据理解有线电视剃线的驱动因素
IF 1.3 Q1 Social Sciences Pub Date : 2020-04-02 DOI: 10.1080/16522354.2019.1701363
M. Fudurić, E. Malthouse, Mi Hyun Lee
ABSTRACT Over the years over-the-top (OTT) platforms such as Netflix and Hulu have attracted a lot of customers and caused serious disruptions in the media and advertising industry. This paper examines the underlying cause of such a disruption by using big data from one of the leading multi-system operators (MSO) in the US, which provides cable TV, phone and Internet services to multiple communities. More specifically, the dataset allows us to model the behaviour of 267,276 unique households, who collectively watched 270,718 unique programs and examine the effects of online video consumption, different genres, and use of additional cable services on cord shaving. The findings suggest the most important predictors of cord shaving are video on demand and time spent watching different genres, especially live sports and news. Finally, we discuss the practical implications of the research for content distributors, content providers, and advertisers.
多年来,Netflix和Hulu等OTT (Over -the-top)平台吸引了大量用户,并对媒体和广告行业造成了严重的干扰。本文通过使用美国一家领先的多系统运营商(MSO)的大数据来研究这种中断的潜在原因,该运营商为多个社区提供有线电视、电话和互联网服务。更具体地说,该数据集允许我们对267,276个独立家庭的行为进行建模,这些家庭总共观看了270,718个独特的节目,并检查了在线视频消费、不同类型和使用额外的有线电视服务对剃线的影响。研究结果表明,最重要的预测因素是视频点播和观看不同类型视频的时间,尤其是体育和新闻直播。最后,我们讨论了该研究对内容分销商、内容提供商和广告商的实际意义。
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引用次数: 10
期刊
Journal of Media Business Studies
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