Location: Fordham Law School Building, Skadden Conference Center, 150 W 62nd Street, New York, NY 10023
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Thursday, May 5 • 10:50am - 11:10am
Higher user engagement, better customer-based brand equity? The role of sharing, commenting, comment reading, and user-generated content for online news brands

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The usefulness and effects of user participation and user generated content (UGC) for news media are increasingly discussed within communication research. From the brand management’s perspective, it is of interest whether user participation has a positive effect on the media brand’s success, particularly within the struggling news media market. Therefore, this study investigates whether user engagement, i.e., sharing, liking, commenting, providing UGC, and comment reading affect the customer-based brand equity (CBBE) of online news outlets. Results are based on an online survey with n = 175 online news users of predominantly digital natives and reveal that CBBE is a three-dimensional concept consisting of cognitive, attitudinal, and conative components. Actual audience engagement is no means to increase any of the three CBBE dimensions for news brands. Yet content characteristics and the motivation to integrate oneself through news consumption—as opposed to actual integration behavior—enhance CBBE. Thus, audience integration is neither directly beneficial nor harmful for online news brands.

avatar for Isabelle Krebs

Isabelle Krebs

University of Zurich
Post Doc at the Media Economics & Management Division, Institute of Mass Communication and Media Research. Research Focus: Media Management, Media brands and branding
avatar for Juliane A. Lischka

Juliane A. Lischka

Senior Research and Teaching Associate, University of Zurich
I hold a Ph.D. in Mass Communication Studies from the University of Zurich, Switzerland. My research focuses on the challenges as well as the opportunities for journalism in the digital age. I explore digital strategy formation and news making among news organizations. For example... Read More →

avatar for Amy Jo Coffey

Amy Jo Coffey

Associate Professor, University of Florida
Dr. Amy Jo Coffey is an associate professor in telecommunication management and director of the new online master's program in Audience Analytics at the University of Florida. She teaches courses in audience analysis, innovation and entrepreneurship, telecommunication programming... Read More →

Thursday May 5, 2016 10:50am - 11:10am EDT
Room South Lounge Law School
  Media Brands & Branded Media
  • Manuscript # 1041
  • Session # C32