Entertainment in News Media Brands: Development of a Structural Model in the USA and India that Leads to Positive Intention to Purchase Online News

Kyriakos Riskos*, Leonidas Hatzithomas, Paraskevi Dekoulou, Thomas Fotiadis

*Corresponding author for this work

Research output: Chapter/Conference proceedingChapterAcademic

Abstract

In a fiercely competitive environment, branded news media websites strive for consumer brand engagement and revenue. Grounded in the Uses and Gratifications theory (U&G), this study highlights entertainment's pivotal role as a mediating factor, fostering positive brand effects and influencing the intention-to-purchase news content. Conducted through an online cross-cultural survey in the USA and India, Structural Equation Modeling was employed. Subsequent findings reveal entertainment's mediating influence, positively impacting consumer brand satisfaction and consumer brand engagement (CBE). Moreover, consumer brand satisfaction and CBE mediate the relationship between entertainment and the intention-to-purchase news content from the branded news media website.
Original languageEnglish
Title of host publicationAdvances in Advertising Research XIV
Subtitle of host publicationHarder, Better, Faster, Stronger: Advertising and Communication between Immediacy and Sustainability
EditorsAlexandra Vignolles, Martin K.J. Waiguny
PublisherSpringer Gabler
Pages205-216
Number of pages12
Edition1
ISBN (Electronic)978-3-658-44713-7
ISBN (Print)978-3-658-44712-0, 978-3-658-44715-1
DOIs
Publication statusPublished - 2 Aug 2024

Publication series

SeriesEuropean Advertising Academy
ISSN2626-0328

Bibliographical note

© The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2024

Research programs

  • ESHCC M&C

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