Media Management, Economics, and Entrepreneurship 2017 Abstracts

Do Similar Brands ‘Like’ Each Other? An Investigation of Homophily Among Brands’ Social Networks on Facebook • Mohammad Abuljadail, Bowling Green State University; Gi Woong Yun, University of Nevada, Reno • The advent of internet and communication technologies enabled marketers of brands to have more ways to communicate with their audience; one of which is connecting with other brands. One of the most popular outlets that allows brands to connect with other brands online is Facebook. Brands on Facebook can establish an official fan page where they can interact with their fans as well as network with other brands’ official Facebook pages through “liking” them. This paper seeks to investigate the “liking” behavior among local and global brands (brand to brand) on Facebook in Saudi Arabia and whether these brands’ “liking” network is based on homophilous relationships. The results showed that both status, (e.g., geography and gender), and value (e.g., family ties and religion) homophilous relationships are in play. However, value homophily was a strong factor in brands’ network in Saudi Arabia for some brands in the absence of status homophily network. Although status homophily in general played a role, geographical proximity was not a strong factor compared to previous reports on social network analysis. The data for this study was obtained from 40 brands marketed in Saudi Arabia. Using Netvizz and Gephi, network structures were mapped to explore the relationships among the brand’s’ Facebook pages.

Predictors of Success in Entering The Journalism And Mass Communication Labor Market • Lee Becker, University of Georgia; Tudor Vlad, University of Georgia; C. Ann Hollifield, University of Georgia • As a talent industry, media industries are highly dependent on the quality of the labor force available to be hired. The entry-level journalism and mass communication labor market has been the subject of analysis over the years, leading to the general conclusion that the characteristics of the students who graduates as well as what they did while at the university help to predict success in the media labor market. The research has been based on limited measures of job market success and small samples, sometimes of students only at one point in time. This study revisits the question of what predicts success in the media labor market with a data set spanning 27 years and with multiple measures of job market success. The findings indicate that what the students bring to the educational environment influences what they do while at the university but also continues to have impact after graduation. The decisions students make at the university also matter. Specifically, women have more success in the media labor market than men, but they get paid less. Minorities have more difficulty in the market than nonminorities, but they get paid better if they find work. Selecting public relations as a major is an advantage, as is completing an internship. These relationships hold even after controlling for other factors, including the performance of the labor market for all persons 20 to 24 years old. The findings suggest that media industries still have critical labor management issues to address.

Facebook and newspapers online: Competing beings or complimentary entities? • Victoria Chen, The University of Texas at Austin; Paromita Pain, The University of Texas at Austin • In an attempt to engage more readers online, newspapers, today are adopting Facebook as a distribution platform. Focused on understanding the value of Facebook as a distribution platform for newspapers, this study shows that news engagement, where news that attracts and holds readers’ attention, on Facebook, increases the brand loyalty of newspapers and Faebook. Brand wise both Facebook and newspapers benefit when news is distributed through Facebook. The study challenges popular beliefs about the influence of Facebook on the business of journalism and shows that Facebook and newspapers are mutually beneficial in helping build the brand loyalty of both. It also shows that tie strength and not homophily encourages the sharing of news on Facebook. While these results may seem optimistic, the study further suggests that leveraging Facebook as a news distribution platform to engage audiences should be treated more cautiously.

Management of Journalism Transparency: Journalists’ perceptions of organizational leaders’ management of an emerging professional norm • Peter Gade; Shugofa Dastgeer; Christina Childs DeWalt; Emmanuel-Lugard Nduka; Seunghyun Kim; Desiree Hill; Kevin Curran • This national survey of 524 journalists explores how journalists perceive transparency, a recent addition to the ethics codes of the Society of Professional Journalists and the Radio Television Digital News Association, has been managed as a normative innovation, and the impact of management on its adoption in journalism practices. Results indicate journalists perceive transparency as not been well managed, and that how it is managed has a significant effect on the extent it is practiced.

Brand Extension Strategies in the Film Industry: Factors behind Financial Performance of Adaptations and Sequels • Dam Hee Kim • In the film industry, which is notoriously high risk, sequels and adaptations stand out as successful films. Focusing on adaptations and sequels as extended brands, this paper analyzed 2,488 films released from 2010 to 2013 in the U.S. to investigate films’ box office performance. Results suggested that adaptations from comic books and toy lines were successful, and those produced in sequels were even more successful. Industry factors behind brand extension strategies are also examined.

Rapid Organizational Legitimacy: The Case of Mobile News Apps • Allie Kosterich, Rutgers University; Matthew Weber, Rutgers University • This article examines the importance of legitimacy for the performance of new ventures in the emerging space of mobile news apps, which consists of players from both traditional news and technology. This creates a distinct challenge for survival and performance, further compounded by the short timeframe deemed acceptable for apps to succeed. A multi-faceted model of legitimacy is proposed and tested; findings underscore the vital role of communication-based legitimacy in the struggle for rapid success.

Transformation of the Professional Newsroom Workforce: An Analysis of Newsworker Roles and Skill Sets, 2010-2015 • Allie Kosterich, Rutgers University; Matthew Weber, Rutgers University • Transformation continues to impact news media; news organizations are adapting accordingly through shifts in required skills and prescribed roles of newsworkers. This research uses online public databases to trace employment histories of NYC-area newsworkers and explore processes of institutional change related to the professional newsworker. This case study highlights the applicability of quantitative research methods in furthering understanding of professional media dynamics and management challenges related to the emergence of new job roles and skills.

The effects of a TV network strike on channel brand equity • Shin-Hye Kwon, Sungkyunkwan University; Lu Li, Sungkyunkwan University; Byeng Hee Chang, Sungkyunkwan University • This article has attempted to outline the effects of a television channel strike from both the user and the company sides. In the direct effect of strike analysis, viewer ratings(MBC) were higher before the strike than during it. In the indirect effect of strike analysis, strike awareness had a negative influence on brand image for news, entertainment, and information, with especially high influence for information and news. Brand image also had a meaningful influence of brand loyalty mediated by brand satisfaction and awareness of brand quality. Thus, loyalty to MBC decreased as viewers learned about the strike. This study has several implications that a specific channel’s brand equity does not decrease until viewers become aware of a strike at the channel. In addition, we suggest different possible effects of a media strike on the brand image of a channel or network. Third, we infer the changes in viewer ratings to be a direct effect of media strikes. Another theoretical implication of this study is its explanation of how a strike at a specific company strike can affect competing companies using the concept of media deprivation and dependency theory. Lastly, This study’s results offer practical information for media companies’ strike management.

Consumer choice of mobile service bundles: An application of the Technological Readiness Index • Miao Miao; Xi Zhu; Krishna Jayakar • This paper asks whether consumers are rational in choosing the most appropriate mobile service bundle (combining voice, text and data), given their actual levels of usage. It also investigates whether psychological or demographic factors can predict the likelihood that a user will choose optimally. Using the Technological Readiness Index as a theoretical framework, this study finds that customers who are optimistic about technology are more likely to choose the optimum bundle, while those who are insecure about technology are significantly less likely.

Assessing News Media Infrastructure: A State-Level Analysis • Philip Napoli; Ian Dunham; Jessica Mahone, Sanford School of Public Policy, Duke University • This paper develops and applies an approach to evaluating the robustness of the news media infrastructure of individual states. Drawing upon the Cision Media Database, and employing a detailed filtering methodology, this analysis provides indicators that facilitate comparative analysis across states, and that could be employed to facilitate analyses over time within and across individual states. This assessment approach is derived from multivariate analyses of the key geographic and demographic determinants of the robustness of the news media infrastructure in individual states.

High Brand Loyalty Video Game Play and Achieving Relationships with Virtual Worlds and Its Elements Through Presence • Anthony Palomba • Based on a uses and gratifications and presence conceptual framework, this study considers high brand loyalty video game players’ levels of presence, and evaluates how virtual relationships and perceptions of brand personalities may moderate the relationship between high brand loyalty video game players’ gratifications sought and media consumption experiences. A national survey of 25-year-old to 35-year-old high brand loyalty video game players (N=902)was conducted. Theoretical contributions surrounding the importance of presence during video game play to reach desired gratifications as well as industry implications are discussed.

Content Marketing Strategy on Branded YouTube Channels • Rang Wang, University of Florida; Sylvia Chan-Olmsted, University of Florida • As YouTube becomes a viable competitor in the media ecosystem, this study assessed top brands’ content marketing strategy on branded YouTube channels via content analysis. Using a consumer engagement conceptual framework, the study examined brand strategies addressing the interactivity, attention, emotion, and cognition aspects of engagement and explored the role of firm characteristics, including YouTube capability, financial resources, ownership, and product category, in strategy differentiation. Implications of utilizing YouTube in branding and engaging were provided.

Exploring Cross-Platform Engagement in an Online-Offline Video Market • Lisa-Charlotte Wolter, Hamburg Media School; Sylvia Chan-Olmsted, University of Florida • In an ever-increasing fragmented media environment, the need for comparable metrics across online and offline platforms is intensifying. This study introduces the concept of engagement in an audience setting; discusses its role in today’s video consumption process, and elaborates on the rationale and approach of assessing engagement in online-offline environments. We will present results from a qualitative study of globally conducted in-depth interviews with 73 experts. Research implications and a cross-platform engagement framework are presented.


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