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dc.contributor.authorTaiminen, Kimmo
dc.contributor.authorKarjaluoto, Heikki
dc.date.accessioned2017-03-31T09:16:50Z
dc.date.available2019-02-24T22:35:40Z
dc.date.issued2017
dc.identifier.citationTaiminen, K., & Karjaluoto, H. (2017). Examining the Performance of Brand-Extended Thematic-Content : The Divergent Impact of Avid- and Skim-Reader Groups. <i>Computers in Human Behavior</i>, <i>72</i>, 449-458. <a href="https://doi.org/10.1016/j.chb.2017.02.052" target="_blank">https://doi.org/10.1016/j.chb.2017.02.052</a>
dc.identifier.otherCONVID_26565703
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/53427
dc.description.abstractToday, the reading online content is a daily habit for many users. In an online environment, users encounter brands, who hope to attract visitors to their online spheres of influence through brand-extended thematic-content. The purpose of this study is to investigate this phenomenon and assess its impact on both the readers of the content and the brands. To do this, we use structural equation modeling to analyze data from two groups, skim readers and avid readers, who vary in terms of the behaviors they invest in the reading of brand-extended thematic-content. The findings reveal that brand-extended thematic-content affects divergently on the brand attitude formation of these two groups. Specifically, this study reveals that, for skim readers on social networking sites, brand-extended thematic-content affects brand attitude primarily through an affect transfer effect, whereas, for avid readers, brand attitude is shaped primarily by brand familiarity following reading frequency.
dc.language.isoeng
dc.publisherPergamon
dc.relation.ispartofseriesComputers in Human Behavior
dc.subject.othercontent marketing
dc.subject.othersocial media branding
dc.subject.otherinteraction frequency
dc.subject.otheraffect transfer
dc.subject.otheruses and gratifications
dc.titleExamining the Performance of Brand-Extended Thematic-Content : The Divergent Impact of Avid- and Skim-Reader Groups
dc.typeresearch article
dc.identifier.urnURN:NBN:fi:jyu-201703161665
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosKieli- ja viestintätieteiden laitosfi
dc.contributor.laitosSchool of Business and Economicsen
dc.contributor.laitosDepartment of Language and Communication Studiesen
dc.contributor.oppiaineBasic or discovery scholarshipfi
dc.contributor.oppiaineMarkkinointifi
dc.contributor.oppiaineViestinnän johtaminenfi
dc.contributor.oppiaineBasic or discovery scholarshipen
dc.contributor.oppiaineMarketingen
dc.contributor.oppiaineCorporate Communicationen
dc.type.urihttp://purl.org/eprint/type/JournalArticle
dc.date.updated2017-03-16T07:15:05Z
dc.type.coarhttp://purl.org/coar/resource_type/c_2df8fbb1
dc.description.reviewstatuspeerReviewed
dc.format.pagerange449-458
dc.relation.issn0747-5632
dc.relation.numberinseries0
dc.relation.volume72
dc.type.versionacceptedVersion
dc.rights.copyright© 2017 Elsevier Ltd. This is a final draft version of an article whose final and definitive form has been published by Elsevier. Published in this repository with the kind permission of the publisher.
dc.rights.accesslevelopenAccessfi
dc.type.publicationarticle
dc.relation.doi10.1016/j.chb.2017.02.052
dc.type.okmA1


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