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Interactivity perceptions and online newspaper preference
Thijs Broekhuizen and Arvid Hoffmann, The Journal of Interactive Advertising, Vol. 12, Issue 2, Spring 2012
The present article examines the relevance and importance of perceived interactivity for online newspapers.
The present article examines the relevance and importance of perceived interactivity for online newspapers. A large-scale survey of online newspaper readers highlights the influencers and consequences of online interactivity in a real-life setting. Perceived interactivity positively influences online newspaper readers' flow experiences and quality of information processing, but only the latter consequence enhances online newspaper preference. Although interactive websites typically demand greater user skills and effort, readers with lower levels of online skills and need for cognition benefit more strongly from perceived interactivity, because perceived interactivity has a stronger effect on the quality of their information processing.
Leveraging the power of social media: The impact of shared news content on consumers
Gregg Liebman and Carl Marci, ESOMAR, 3D Digital Dimensions, Miami, October 2011
This presentation details research findings on bringing news videos and articles into social conversation and the effect on engagement when online content is an extension of personal interactions.
This presentation details research findings on bringing news videos and articles into social conversation and the effect on engagement when online content is an extension of personal interactions. In previous research, Innerscope Research found participant conversations creating higher levels of emotional response than the content itself. CNN expected that stories shared through social media would experience a lift similar to that created in recent usability and redesign work. The study results, however, place the impact of social media in a fundamentally different category with extremes of lift in both the influencer and their friend network.
Following the Fashionable Friend: The Power of Social Media - Weighing the Publicity Effectiveness Of Blogs versus Online Magazines
Jonas Colliander and Micael Dahlén, Journal of Advertising Research, Vol. 51, No. 1, 2011, pp. 313-320
This article investigates—and compares—the effects of brand publicity in social and “traditional” digital media.
This article investigates—and compares—the effects of brand publicity in social and “traditional” digital media. In an analysis of consumer responses to identical brand publicity in seven popular blogs and seven popular online magazines, the authors found that blogs generated higher brand attitudes and purchase intentions. This effect can be explained, in part, by blogs’ higher para-social interaction (PSI) with its users. They also found that—owing to that para-social interaction—publicity is more sensitive to user perceptions of the writers’ credibility and relationship with the brand. Based on their findings, the authors provide implications and a new architecture for the media and marketing industries.
Digital versus traditional newspapers: influences on perceived substitutability
Carlos Flavián and Raquel Gurrea, International Journal of Market Research, Vol. 51, No. 5, 2009, pp. 635-657
In the newspaper industry there is a growing interest in the analysis of the duality of channels that distribute the latest news.
In the newspaper industry there is a growing interest in the analysis of the duality of channels that distribute the latest news. In this study we identify the main motivations that lead readers to read the press. We also analyse the influence of motivations on the degree of perceived substitutability between digital and traditional newspapers. First, a qualitative study was carried out in order to learn about this particular context of analysis in greater detail. Specifically, we held a focus group and a series of in-depth interviews. These analyses allowed us to identify the four main motivations to read the press: (1) to search for specific information, (2) to get updated news, (3) for leisure reasons, and (4) as a habit. Subsequently, a survey was applied to a representative sample of users and several hypotheses were tested with a binary logistic regression analysis. The results confirm that the motivation to search for updated news influences negatively the perceived degree of substitutability between channels (readers prefer the digital channel when searching for updated news). We also found that reading as entertainment or as habit led readers to consider both channels more ‘substitutable’. These findings suggest that both channels can survive alongside one another, avoiding cannibalistic effects, and that the newspaper industry should recognise the difference of the digital channel by paying more attention to its peculiarities.
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Online and digital newspapers
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Digital outdoor and out-of-home
Email, permission marketing
Integrating digital with other media
Search marketing and SEO
Viral campaigns, word of mouth
Web analytics, traffic
Web content, navigation and design
Web display ads and rich media
Effectiveness in media
Digital media effectiveness
Newspaper planning and buying
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