The influence of entertainment, utility and pass time on consumer brand engagement for news media brands: a mediation model

Kyriakos Riskos*, Leonidas Hatzithomas, Paraskevi Dekoulou, George Tsourvakas

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

9 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)1-28
Number of pages28
JournalJournal of Media Business Studies
Volume19
Issue number1
DOIs
Publication statusPublished - 15 Feb 2021
Externally publishedYes

Bibliographical note

Publisher Copyright:
© 2021 Media Management and Transformation Centre.

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