TY - JOUR
T1 - The influence of entertainment, utility and pass time on consumer brand engagement for news media brands
T2 - a mediation model
AU - Riskos, Kyriakos
AU - Hatzithomas, Leonidas
AU - Dekoulou, Paraskevi
AU - Tsourvakas, George
N1 - Publisher Copyright:
© 2021 Media Management and Transformation Centre.
PY - 2021/2/15
Y1 - 2021/2/15
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=85100915149&partnerID=8YFLogxK
U2 - 10.1080/16522354.2021.1887439
DO - 10.1080/16522354.2021.1887439
M3 - Article
AN - SCOPUS:85100915149
SN - 1652-2354
VL - 19
SP - 1
EP - 28
JO - Journal of Media Business Studies
JF - Journal of Media Business Studies
IS - 1
ER -