dc.contributor.author | Taiminen, Kimmo | |
dc.contributor.author | Karjaluoto, Heikki | |
dc.date.accessioned | 2017-03-31T09:16:50Z | |
dc.date.available | 2019-02-24T22:35:40Z | |
dc.date.issued | 2017 | |
dc.identifier.citation | Taiminen, 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.other | CONVID_26565703 | |
dc.identifier.other | TUTKAID_73076 | |
dc.identifier.uri | https://jyx.jyu.fi/handle/123456789/53427 | |
dc.description.abstract | Today, 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.iso | eng | |
dc.publisher | Pergamon | |
dc.relation.ispartofseries | Computers in Human Behavior | |
dc.subject.other | content marketing | |
dc.subject.other | social media branding | |
dc.subject.other | interaction frequency | |
dc.subject.other | affect transfer | |
dc.subject.other | uses and gratifications | |
dc.title | Examining the Performance of Brand-Extended Thematic-Content : The Divergent Impact of Avid- and Skim-Reader Groups | |
dc.type | article | |
dc.identifier.urn | URN:NBN:fi:jyu-201703161665 | |
dc.contributor.laitos | Kauppakorkeakoulu | fi |
dc.contributor.laitos | Kieli- ja viestintätieteiden laitos | fi |
dc.contributor.laitos | School of Business and Economics | en |
dc.contributor.laitos | Department of Language and Communication Studies | en |
dc.contributor.oppiaine | Basic or discovery scholarship | fi |
dc.contributor.oppiaine | Markkinointi | fi |
dc.contributor.oppiaine | Viestinnän johtaminen | fi |
dc.contributor.oppiaine | Basic or discovery scholarship | en |
dc.contributor.oppiaine | Marketing | en |
dc.contributor.oppiaine | Corporate Communication | en |
dc.type.uri | http://purl.org/eprint/type/JournalArticle | |
dc.date.updated | 2017-03-16T07:15:05Z | |
dc.type.coar | http://purl.org/coar/resource_type/c_2df8fbb1 | |
dc.description.reviewstatus | peerReviewed | |
dc.format.pagerange | 449-458 | |
dc.relation.issn | 0747-5632 | |
dc.relation.numberinseries | 0 | |
dc.relation.volume | 72 | |
dc.type.version | acceptedVersion | |
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.accesslevel | openAccess | fi |
dc.relation.doi | 10.1016/j.chb.2017.02.052 | |
dc.type.okm | A1 | |