When journalists become stars: drivers of human brand images and their influence on consumer intentions

ABSTRACT Technology has disrupted the news media, and the limited intention to pay for content is still a challenge for the industry. News media outlets currently distribute single articles through online and profile logic platforms, such as social media sites, to consumers and marketers. Thus, journalists are becoming more visible, relevant and, consequently, valuable–for both consumers and firms. General human brand theories predict that strategic management can foster superstar brand images for journalists to increase news media success. This article develops and empirically validates a comprehensive measurement model for human brand images in the news media industry by focusing on the drivers that affect brand image and their influence on consumer intentions. The results, which are base on primary questionnaire survey data (n = 1,502) and partial least squares structural equation modeling (PLS-SEM), suggest that first performance-based factors, followed by self-expression and then personality-based factors are direct potential antecedents of brand image and that brand image is a direct potential antecedent of paying intent and the intention to share content through social media. Our results offer much needed guidance for news media by providing a basis for implementing successful human brand management which could potentially support the search for sustainable business models.