Media Management and Economics 2014 Abstracts
What Motivates Online Shoppers to “Like” Brands’ Facebook Fan Pages? • Mohammad Abuljadail, Bowling Green State University, Ohio; Fang Wang, Bowling Green State University, Ohio; Liu Yang • “Brands’ Facebook fan pages have been frequently used as a marketing tool to reach to more individuals; however, Facebook users’ motivations to participate in those fan pages are still unclear. This paper investigates the motives that stimulate online shoppers to “like” brands’ Facebook fan pages. This study is interested in knowing if online shoppers’ proclivity to “like” brands’ Facebook fan pages is based on their hedonic or utilitarian motivations. The authors propose a model based on hedonic and utilitarian motivations and uses and gratifications theoretical framework. An online survey was conducted among college students who shopped online in Northwest Ohio (N=198). The findings show that utilitarian motivations have positive significant relationships with “liking” brands’ Facebook fan pages.
Going Public: The role of Public relations in Initial Public Offering (IPO) communication • Jee-Young Chung, Southern Utah University; Eyun-Jung Ki, The University of Alabama • The present study aims to investigate the role of public relations in initial public offering (IPO) communication and the features of IPO disclosure utilizing Impression Management theory. Specifically, the present study examines the public relations practices in IPO process in terms of financial disclosure (i.e., form S-1: registration statements) and the media attention during the Quiet Period. The prospectuses of 248 IPO companies during 2013 were content analyzed based on IM strategies. Media relations efforts of those companies and media attention on companies were analyzed, and whether it relates to investors’ evaluation and attention on IPO companies. The results suggest the practical guidelines for IPO disclosure for public relations practice.
Promoting and Branding of News on Twitter: An Examination of CNN International • Michael North, University of Miami; Terry Bloom, University of Miami; Eisa al Nashmi, Kuwait University; Johanna Cleary • This content analysis examines the individual Twitter accounts of three high-profile reporter/anchors, and the corresponding network feed at CNN International, and how they used those tweets for branding and promotion. Specifically, it looks at 1,158 tweets from CNN International reporters/anchors Christiane Amanpour, Becky Anderson, and Richard Quest, and the general Twitter feed for CNNi. The tweets were issued over the course of one month in late 2013. The study confirmed that this important legacy media company often uses its various Twitter feeds to promote and brand their products. Results showed that CNNi’s strategic use of Twitter feeds varied between classifications of feeds (i.e. individual and network-specific). The individual reporter/anchor feeds were more likely to demonstrate branding and promotional messages than was the network feed, while the latter was more likely to concentrate on breaking news and news updates. Overall, CNNi’s Twitter presence offered an opportunity for branding and promoting its various products, programs, and personnel.
Media brands as symbolic resources – An audience-centered approach • Kati Förster, University of Vienna; Sabine Baumann, Jade University; Katharina Kleinen-von Königslöw • As never before media are expressions of people’s self-concepts for themselves as well as for others. In displaying media use habits or preferences in one’s social environment, media products provide relevant constituents in producing the social self. The aim of this paper is to explore the use of (popular) media brands in everyday media practices, and to uncover their symbolic meanings for identity practices of affiliation with in-groups and distinction towards out-groups. We suggest an audience-centered approach that considers different levels of aggregation and, by that, functions of media brands. At an individual level we investigated everyday media practices using online media diaries (n = 59) over a period of four weeks. Based on these findings we selected twelve genres to explore their symbolic impact within a social group using a projective technique (n = 225). The results show that only six of the selected twelve genres serve as distinctive features when signalling a certain social belonging towards others: News as informative content, comedy shows as performative content and comedy as fictional entertainment are those genres that act as social ‘glue’ in our investigated group. Contrastingly, society formats, scripted documentaries and fantasy/science fiction/horror increase distinction, as they negatively affect likability and the perceived similarity with oneself and/or with friends.
Media management education: Challenges, key themes and pedagogies • Kati Förster, University of Vienna; Ulrike Rohn, U of Tartu • “The media sphere has changed significantly as a result of globalization, technology and new modes of media use habits. Scholars in journalism and mass communication thus call on a transformation and reinvention of higher education in the field. The purpose of this article is to investigate how media management is taught across different institutions, and how educators cope with this interdisciplinary, international and dynamic field. In an online-survey we asked educators from fourteen different countries across Europe about the key themes addressed in teaching, the pedagogies applied and the fundamental challenges.
Organizational Strategic Decision Processes at U.S. Newspapers: A Study of Mobile Business Model Innovation • Geoffrey Graybeal, Texas Tech University • Using strategic management theories of organizational decision-making and upper echelons as theoretical frameworks, this study addresses the strategic decision processes used by U.S. daily newspapers to address mobile disruption of newspaper business models. Through a nationwide survey of publishers of daily newspapers, the study found that the majority of newspaper publishers do not perceive wireless mobile devices as a disruptive threat to their business, and thus engage in a comprehensive decision-making process.
The resilience of journalists who remain: A longitudinal study of technological and economic changes at newspapers and journalists’ perceived identities • Amber Hinsley, Saint Louis University • This longitudinal study used online surveys of newspaper journalists to explore how they believe technological and economic changes affected their job roles in 2010 and 2014. Using social identity theory, the research also investigates whether those changes have impacted newspaper journalists’ connections to their organization (known as organizational identification) and to the profession (professional identification). Implications for managers include the enduring nature of OI and PI in the face of a continually changing industry.
Factors Affecting Mobile Application Usage: Exploring the Roles of Gender, Age, and Application Types • Kyung-Ho Hwang, Sungkyunkwan University; Sylvia Chan-Olmsted, University of Florida; Sang-Hyun Nam, Sungkyunkwan University; Byeng-Hee Chang, Sungkyunkwan University • Adopting the uses and gratifications perspective, this study investigates the effect of mobile apps types, and the moderating effects of gender and age on mobile apps usage through actual user experience, as captured by metered software on a sample of mobile phone users in the United States. The variable of apps usage is examined from both the width (i.e., reach) and depth (i.e., intensity) aspect to capture the multiplicity of mobile apps usage behavior.
Structural Changes in Communities and Newspaper Circulation in the Digital Age • SEOK HO LEE, University of Texas at Austin • Despite growing concerns over decline in newspaper circulation, only a few studies have examined determinants of the slump in the digital age, and most of them have limitedly focused on technological factors, such as the effect of the Internet. Present study examines to what extent structural changes in the neighborhood affects newspaper circulation in order to provide holistic understanding of the decline in newspaper circulation. We investigated four important neighborhood attributes, which influence newspaper circulation: penetration of high-speed Internet, median household income, long distance residential mobility, and voter turnout. Evidence presents that the decline in newspaper circulation results from a combination of diverse factors, rather than a single determinant. In particular, the effect of long distance residential mobility and median household income challenges the conventional belief that newspaper circulation has a positive relationship with length of residency and earned income. While there are speculations on imminent demise of printed newspapers, the results suggest that newspapers may survive as did in the rise of the previous technology evolution with radio and television, once the nation recovers from political cynicism and stagnant residential mobility.
Is traditional media losing audience? • Qianni Luo, Ohio University • This study sought to determine several variables that may influence people’s choice to shift from old to new media. These included time spent on social activities, the structure of traditional media, the user’s gender, and use of social media. Based on the theory of uses and gratifications, logic of media economics, and time budget theory, all of those variables potentially influence people’s choice of the Internet over traditional media. A secondary data retrieved from Pew Research Center’s 2012 media consumption survey was used in this project. Twelve questions from the questionnaire regarding people’s media usage were mainly analyzed in this article. The results indicate that time spent on social activities, gender and the structure of newspapers influence time spent on the Internet.
Mobile News Business Models: Promise or Pitfall? • Logan Molyneux, University of Texas • The narrative surrounding mobile news is one of opportunity, just as optimism characterized early online news ventures. But have newspapers venture into mobile, are they repeating the same mistakes they made online? This study conducts a meta-analysis of industry data to determine what business models newspapers use in mobile markets in order to predict performance in the long run. Results suggest newspapers’ mobile efforts rely on the same old business models that failed them online which, given the additional challenges of mobile, are even less likely to succeed. Faulty assumptions behind this approach and suggested ways forward are discussed.
Repeat Consumption of Media Goods: Examining the Factors Affecting Repeat Theatrical Viewing of Movies • Byeng-Hee Chang, Sungkyunkwan University; Sang-Hyun Nam, Sungkyunkwan University; Sylvia Chan-Olmsted, University of Florida; hun kim • This study explored the factors affecting repeat theatrical viewing of movies. By using a comprehensive framework of four variable groups, content characteristics, audience characteristics, social influence, and availability/competition, the analysis reveals several important findings. A theoretically significant discovery is that the drivers of repeat viewing of media contents might be very different from the first viewing of those contents. This study also discovers differences between first and second repeat viewing of theatrical movies.
Mergers and Acquisitions (M&A) Strategy and the Financial Health of Internet Media Firms • Huyen Nguyen, Ohio University • Do mergers and acquisitions bring more profits for traditional media firms? The question has long been asked by many scholars in the field of media management and economics (Rizzuto, 2006). However, their answers have never been consistent. Observing the popular use of M&A strategy by Internet media firms, this paper reconsiders this controversial issue. Our selected sample includes 9 public firms: Amazon, AOL, Apple, Facebook, Google, Microsoft, Twitter, Yahoo and Zynga. As a result, we found a significant positive linear relationship between the current profit margin and total acquisition costs of these firms. Besides, we also found that these firms tend to acquire firms having the same SIC (Standard Industrial Classication) code, to empower their core assets and competences, as well as get rid of potential competitors.
Brand Personalities of Video Game Consoles • Anthony Palomba • As consumers play video game consoles, they become more engaged and formulate a relationship with them. From this, perceived brand personality traits may manifest among consumers. This study created brand personality scales for all seventh generation video game consoles including Nintendo’s Wii, Microsoft’s XBOX 360 and Sony’s PlayStation 3. Principal component factor analyses were conducted to measure each video game console’s brand personality and across all three video game consoles.
The AM Radio Conundrum • Ian Punnett, Walter Cronkite School of Journalism and Mass Communication/ASU • Due to radio frequency encroachment from all electronics, AM radio signal quality is deteriorating. As a result, the FCC is offering unprecedented technical assistance. This exploratory study documents the disposition of media managers about the future of the AM band, the recent FCC’s efforts and role of new technologies. Findings show that elite interviewees offered candid and surprising comments on the state of AM radio and the advent of digital delivery.
Likes, Shares, and Comments: Examining the Relationship between Social Media Metrics and Brand Equity • Ronen Shay, University of Florida • Structural equation modeling is used to explore the relationship between the engagement metrics produced by social networks and brand equity, when mediated by online reach. Relationships explored include: direct effects of online reach on brand equity; direct effects of platform engagement on online reach; which brands generate high engagement; which brands have high online reach; which social networking platform has the greatest indirect effect on brand equity; and which brands are present on which platforms.
Factors Affecting Platform Selection between Offline Television and Online Video • Ronen Shay, University of Florida • This exploratory study provides a comprehensive analysis of the factors that affect platform selection between offline television and online video. The theoretical framework draws from diffusion of innovations theory, the convergence paradigm, brand segmentation research, and layered communication systems to identify a diverse selection of demographics, psychographics, and content selection preferences that act as predictor variables in a multiple discriminant analysis that attempts to classify survey respondents based on their platform preference.
Communication trade associations: Increased value under increased competition? • Amy Sindik, Central Michigan University • This study examines the role broadcast and wireless trade associations play in the competitive communications industry, and if the management perspective on the value of trade associations has changed as the two industries engage in increased competition. The study is conducted through in-person interviews with lobbyists employed by broadcast and wireless organizations. The interviews suggest that competition has increased the value of trade associations to organizations, and has also resulted in member organizations becoming more fully committed to industry trade associations, and having less extreme reactions when trade association and organizational policy stances do not align. The interviews also suggest that benefits of trade association membership in a competitive environment include the ability of a trade association to serve as a political shield for a controversial policy stance and to magnify the voice of individual organizations.
Stability or Rigidity: Management, Boards of Directors and the Newspaper Industry’s Financial Collapse • John Soloski, U of Georgia • This paper examines the composition of the top management of publicly traded newspaper companies and the make up of their boards of directors before and after the industry experienced the worst financial collapse in its history.
Free Newspapers in the United States: Alive and Kicking • James Ian Tennant, Mount Royal University • This study considers the economic health of free newspapers given their heavy reliance on advertising. Do free newspapers face two options?: continue producing free content by relying on advertising (in addition to other revenue sources), or abandon the advertising-based business model. The researcher employed a Web-based survey and in-depth interviews with publishers of four different types of free newspapers. Results show free newspapers are not only viable but in many markets they are thriving.
Entrepreneurial Journalism: Shifting Journalistic Capital? • Tim Vos, University of Missouri; Jane Singer, City University London / University of Iowa • This exploratory study culls references to entrepreneurial journalism from a broad range of industry and popular publications and sites from 2000 to the present, examines the journalism field’s textual and discursive construction of entrepreneurial journalism and explores how this discourse raises issues regarding the principles, norms and ethics of the journalism field. The study found entrepreneurial journalism to be loosely defined and generally portrayed positively and largely free of ethical or normative implications. The study considers what this means for the stability of journalism’s cultural capital.
The Relationship between Twitter Use and Television Ratings A Content Analysis of Television Networks’ Twitter Sites • Yuan Wang, University of Alabama • Television networks are increasingly using social networking sites to interact with the audiences of their programs. Through a content analysis of the Twitter sites of some popular television programs from three big television networks, this study examined the relationship between Twitter use of television networks and television ratings of specific programs, and how these networks used Twitter. One finding was that overall there might be a significant relationship between Twitter use of television networks and television ratings. In particular, the relationship was positive for CBS’s and FOX’s programs, and also for comedy and drama programs. Besides, the relationships between Twitter use and television ratings varied based on different television networks (CBS, ABC and FOX) and program genres (comedy, reality and drama).
Retransmission Consent and Television Blackouts: An Examination of Consumer Reaction • Gillian Wheat • A content analysis examined consumer reaction to a 32-day television blackout that was the result of unsuccessful retransmission consent negotiations between Time Warner Cable and CBS. Comments made on the Facebook pages of Time Warner Cable and CBS during the blackout were analyzed. The findings of the study revealed that the placement of blame for the blackout varied, as did mention of issues such as payment for access to programming and online access to programming.
Competition between Mobile News and Traditional News Media: A Longitudinal Analysis from 2010 to 2014 • Mengchieh Jacie Yang • The current study sought to understand the evolving mobile news landscape with two large-scale online surveys conducted in the United States. With one survey conducted in 2010 and the other in 2014, this study provides a longitudinal perspective for both the news industry and the academic community. With a media economics approach, the results showed that both smartphones and tablet computers remain to be viable news media, complementing traditional news media. Important practical and theoretical implications are discussed.
Gratification Niches of Blogs and Online Legacy News Media: A Study of Competition and Coexistence • Mohammad Yousuf, University of Oklahoma; Peter Gade, Professor at the University of Oklahoma • A survey of young adults explored the extent to which blogs and online legacy news media compete and coexist. Findings indicate that blogs are cutting into niches that used to be controlled by journalism and professional news organizations, suggesting displacement on three dimensions—surveillance gratifications, gratification opportunities and content gratifications. Results also show that legacy media have higher niche breadth and competitive superiority over blogs. Moderate niche overlap between media exists, indicating competition.
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