IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-319-18236-0_21.html
   My bibliography  Save this book chapter

Media Brand Loyalty Through Online Audience Integration?

In: Handbook of Media Branding

Author

Listed:
  • Juliane A. Lischka

    (University of Zurich)

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 and affects gratifications obtained that determine satisfaction, which in turn determines loyalty and future gratifications sought.

Suggested Citation

  • Juliane A. Lischka, 2015. "Media Brand Loyalty Through Online Audience Integration?," Springer Books, in: Gabriele Siegert & Kati Förster & Sylvia M. Chan-Olmsted & Mart Ots (ed.), Handbook of Media Branding, edition 127, pages 307-319, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-18236-0_21
    DOI: 10.1007/978-3-319-18236-0_21
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-319-18236-0_21. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.