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Title: The influence of entertainment, utility and pass time on consumer brand engagement for news media brands: a mediation model
Authors: Riskos, Kyriakos
Hatzithomas, Leonidas
Dekoulou, Paraskevi (Evi)
Tsourvakas, George
Type: Article
Subjects: FRASCATI::Social sciences::Economics and Business::Business and Management
Keywords: news media brands
consumer brand engagement
mediation model
Issue Date: 2022
Source: Journal of Media Business Studies
Volume: 19
Issue: 1
First Page: 1
Last Page: 28
Abstract: Given that the current media condition provides numerous channels that create interaction between news media brands and consumers, the concept of consumer brand engagement (CBE), referred as being the interactive relationships between consumers and brands is more crucial than ever in the media sector. The purpose of this study is to examine the direct and indirect effects of three motives, utility, entertainment, and pass time, on consumer brand engagement for online news media brands. A causal model that illustrates both the direct and indirect effects of the three motives on CBE reveals the critical role of entertainment as a mediator. Utility and entertainment positively impact CBE, whereas pass time is negatively associated with CBE for online news media brands. Entertainment positively mediates the relationship between utility and CBE as well as influencing the negative relationship between pass time and CBE.
ISSN: 1652-2354
Other Identifiers: 10.1080/16522354.2021.1887439
Appears in Collections:Department of Business Administration

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