publication . Other literature type . Part of book or chapter of book . 2015 . Embargo end date: 01 Jan 2015

Media Brand Loyalty Through Online Audience Integration

Name: Media Brand Loyalty Through Online Audience Integration
Creator: Juliane A. Lischka
Keywords: Department of Communication and Media Research, 700 Arts

Juliane A. Lischka;

Open Access

Published: 01 Jan 2015

Publisher: Springer

Country: Switzerland

Summary

Abstract

This chapter discusses the question of whether audience members become loyal toward a media brand when sharing, liking or commenting on online media content—or are loyal readers more inclined to write comments on online articles or to like and share them? The aim is to answer this chicken-egg causality dilemma of the audience integration-loyalty relationship on a theoretical basis. Therefore, the concept of attitude-behavior consistency, the theories of reasoned action and planned behavior, involvement theory, uses and gratifications theory, and current research are reviewed. In conclusion, audience integration can be defined as behavioral dimension of loyalty a...

doi: 10.5167/uzh-112837 , 10.1007/978-3-319-18236-0_21

Subjects

free text keywords: Department of Communication and Media Research, 700 Arts, Theory of planned behavior, Advertising, Brand management, business.industry, business, Uses and gratifications theory, Public relations, Loyalty, media_common.quotation_subject, media_common, Digital media, Brand awareness, Dilemma, Psychology, Brand loyalty

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