World Media Economics and Management Conference 2016

In the Polish media fashion is mostly present in glossy magazines and on the Internet. Fashion blogs for both women and men are very popular. Television and press are dominated by narrative guides (advice on clothing and beauty) and social guides (fashion by celebrities and show business). The example of the described in the article Fashion Post web portal, which was launched in January 2015 at the initiative of Justyna Duszyńska and Maryna Tomaszewska, shows that there was no website in the Polish media space that would present fashion as a wide range phenomenon, which is a part of culture. Analysis of the site’s functioning, based on the interview with the founders, clearly demonstrates that strength and awareness of the concept of a media brand is an important element in the development, implementation and management of the strategy for its presence in the market. The matters related to the role of manager, leadership, and relationship between local and global processes were also presented. The aim of the article is to show the role of media in shaping the industry, and to highlight the essence of management in media. The article is innovative, indirectly concerns fashion, which as the subject of research has so far been absent in Polish scientific discourse.

The purpose of this study was to gain a better understanding of how self-brand congruity and ad duration impact the effectiveness of an advertisement. The longstanding hierarchy of effects model is assessed within a new context, embedded online video advertisements. In testing this advertising framework, an online experiment was administered based on a two (self-brand congruity) X two (ad duration) between-subjects design. Six dependent measures were used to examine the effectiveness of the ads and three brand personality dimensions (excitement, sophistication, ruggedness) were included in the model as replicates. As anticipated, subjects that viewed ads that were 30-seconds in length were able to recall significantly more ad-related information than participants who saw ads that were 15-seconds long. Self-brand congruity did not have as sizeable of an impact as expected. Nevertheless, within certain brand personality dimensions, this factor produced significant results. The findings of this study suggest many key considerations for advertising strategy in addition to abundant suggestions for future research in the area of online video advertising.

Foreign markets play an integral role in the financial success of U.S. movies. Thus, U.S. motion picture firms are aggressively pursuing international expansion. With the increasing globalization in the marketplace, one of the challenges is how to brand a U.S. movie in foreign markets with different cultures and languages. Recognizing the importance of international expansion and marketplace trends, this study sheds light on the branding strategies of U.S. movies in Korea. Analyzing 1,784 U.S. movies that were released in Korea from 2003 to 2014, this study investigates the brand name strategies of U.S. movies, whether the titles indicate the country of origin, and the relationship between brand name strategies and their performance in the Korean market.

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.

The current media market competitive environment focuses on a core struggle between journalistic brands that have external references more or less successful or even legendary –print newspapers-, and others that do not. The first group, the so-called “legacy” brands needs to integrate traditional and online readers creating unique value. The second type of brands, “digital natives”, build their own audience, with a free, advertising-based business model.It would seem realistic to expect that these two audience types would be significantly different in their socio-demographic and news consumption profiles. Our research studies the similarities and differences between the main Spanish legacy newspapers’ audiences (El País, El Mundo and ABC) and the two more successful and profitable “native players” (El Confidencial and eldiario.es). It is based on data corresponding to Spain from the Digital News Report 2015 research project.Our research did not find a significant degree of differentiation between the two groups: socio-demographic variables, frequency of access, motivations to be informed, perceived gratifications, payment or willingness to pay where all remarkably similar. The factor that explain the differences between legacy brands and native players seems related to trust in media: native brands’ audiences seem skeptical about news media in general (especially with traditional media) and see native brands as more trustworthy. Legacy media brands’ audiences keep a more conservative reading ad trust profile, and rely more on traditional brands than in the new media market players. Along those lines, we underline some issues that could merit further research and have industry implications.

Branded entertainment describes an advertising technique whereby advertising messages are integrated into entertainment content. It has become increasingly popular, especially on YouTube where celebrity YouTubers are part of the promotional videos. Despite the high relevance attributed to branded entertainment on YouTube in practice, there are as yet no empirical studies on the subject. The aim of this study is to identify the factors that contribute to the success of a branded entertainment video. It examines whether, to what extent, and how branded entertainment is an effective means of advertising communication in regard to affecting brand attitude. The hypothesis model is based on the attitude toward the ad model and extended in order to reflect the possible effect emanating from a celebrity endorsement. Further, the moderating influence of product involvement on attitude formation is examined. The study uses a structural equation model, which is estimated via partial least squares based on an online survey with 348 respondents. The factors considered were able to explain 81% of the variance of the attitude toward the video and 70% of the variance of brand attitude. The results indicate that there was a high persistence in brand attitude. For participants with low product involvement, there was a greater effect of attitude toward the video on brand attitude than for the highly involved. Of the factors modifiable in the context of the video, the positive perception of the video due to an appealing design and the likeability of the endorser were the most important determinants of success.