Search results

As an extension to Assael’s (2011) review on media synergy, this chapter examines the latest evolvement of media synergy research in the past 10 years by integrating studies from a wide range of leading journals.

We searched a total of 17 major journals in advertising, communication, and marketing from 2005 to 2014 and identified a total of 42 articles on media synergy. These studies were reviewed to assess the current status of media synergy research.

Studies of inter-media interaction at the individual level provide mixed support for a media synergistic effect, and the occurrence of this effect demands certain boundary conditions. Research on multi-media engagement has been gaining momentum in the past few years and is a promising subject in media synergy research.

We envision two growing approaches in future media synergy research: the neuroscientific approach and the data mining approach.

This chapter posits that media synergy research has evolved in the most recent years to a new phase, which is multi-media engagement. Hence, this chapter extends Assael’s work in terms of explicating media synergy in the context of social media engagement and identifying research gaps in current literature.

This research aims to investigate how critical media coverage of an organisation affects its employees. The authors expect the effects to be similar to the way media coverage about an individual would affect this person, termed “reciprocal effects”.

Drawing on a framework for the analysis of reciprocal effects of mass media by Kepplinger and qualitative interviews among employees of 14 different organisations undergoing a crisis, the authors develop an employee-model of reciprocal effects for the context of organisational crises.

This qualitative research shows that employees are affected by media coverage on a critical issue about their employer. Mass media are an important source of information for employees in critical situations. The data indicate interpersonal conversations with colleagues are also important for obtaining information and coping with the situation. Employees show emotional reactions, such as helplessness or shame, and a tendency to defend their employer. The better employees feel informed by their organisation's internal communication, the better they know how to cope with the situation. The data indicate that the effects vary with the employees' level of organisational identification.

The findings imply that open and constant internal communication with employees during a crisis fosters reactions that stabilise the organisation in critical situations.

The study presented here is the first systematic analysis of the impact of media coverage of an organisation on its employees.

This review collates the empirical evidence on the behavioural effects of media violence. It assesses the content of different forms of media to which patients in secure services could be exposed. Numerous explanations for behaving aggressively are examined, using a variety of theoretical backgrounds. The effect of viewing different forms of violence on individuals' behaviour is also examined. The review includes positive influences of exposure to media violence, though the main findings are that exposure to aggressive and violent material increases aggressive thoughts, feelings and behaviour. The review presents research on violence depicted in films, video games, comic books and song lyrics, and assesses its impact on aggressive and inappropriate behaviour; it also addresses exposure to weapons. We conclude by outlining how this research could influence policy on the resources made available to forensic populations, advocating assessment of the suitability of presenting a particular piece of media violence to the individual rather than a whole population, and the possibility that individual responses to media violence can be a useful assessment tool.

The purpose of this paper is to examine the causal relationship between interactive and personal campaigning on social media and political involvement, and the mechanisms that explain the effects. Specifically, this study examines whether personal and interactive communication on Twitter increases political involvement among citizens through social presence and perceived expertise.

An experimental design – a 2 (low vs high interactivity)×3 (depersonalized vs individualized vs privatized communication) between-subjects design – is used.

The findings show that interactive communication leads to a stronger sense of social presence and source expertise, which positively affect involvement. The effects of personal campaigning differ. Individualized communication positively affects involvement via source expertise. Interestingly, privatized communication positively affects involvement via social presence, but negatively via source expertise.

Although a growing body of work examines the political consequences of social media, there is still very little understanding why social media affect citizens. The current study fills this void by investigating how the use of social media affects political involvement among citizens.

This chapter provides an overview of the state of knowledge about creative media advertising; choosing a novel medium that implicitly communicates the message. It explains what creative media advertising is and how it differs from other unconventional marketing communication formats. It addresses the theoretical mechanisms that explain how creative media affects consumers. Its final purpose is to review all the empirical findings about creative media advertising effects.

This chapter presents a systematic literature review of all the empirical research about creative media advertising that explicitly compares its effectiveness with traditional media advertising. The 11 reviewed articles with 16 experiments appeared between 2005 and 2015.

Overall creative media advertising generated positive evaluative outcomes (e.g., brand attitude) and behavior (e.g., word of mouth and sales). These effects were often mediated by a feeling of surprise and an increase in positive thoughts. It remains unclear whether creative media are perceived as persuasion attempts. Mixed findings exist for cognitive outcomes. Creative media advertising seems beneficial for creating strong brand associations, but brand memory might suffer from the technique if solving the link between the medium and the message takes away mental resources for the brand elements in the advertisement.

By reviewing all the literature about creative media advertising, the authors make recommendations for future research and for using creative media in practice. They emphasize potential boundary conditions and ideal circumstances of using creative media advertising.

To analyze the direct and combined effects of the communication media and time pressure in group work on the affective responses of team members while performing intellective tasks

A laboratory experiment was carried out with 124 subjects working in 31 groups. The task performed by the groups was an intellective one. A 2 × 3 factorial design with three media (face‐to‐face, video‐conference, and e‐mail) and time pressure (with and without time pressure) was used to determine the direct and combined effects of these two variables on group members' satisfaction with the process and with the results, and on members' commitment with the decision.

Results show a direct effect of communication media on satisfaction with the process, which confirms the prediction of the media‐task fit model, and a negative effect of time pressure on satisfaction with group results and commitment to those results. Most interestingly, the interaction effects for the three dependent variables are significant and show that the most deleterious effects of time pressure are produced in groups working face‐to‐face, while groups mediated by video‐conference improve their affective responses under time pressure.

Some limitations are the use of a student sample, so generalizability of the findings is limited, and the use of only one task type.

It can help one to know how to design work to improve satisfaction and implication of workers.

This paper shows some innovations as the combined effects of media and time pressure, controlling for the task type on group members' affective responses to their work and achievements.

This study analyzed the effects of the visibility and evaluation of universities in news media coverage on the development of their private and public third-party funds.

The paper uses the concept of media reputation to investigate the effects of news media coverage on the outcome of funding decisions by firm managers and scientific experts. Extensive news media data from 2011 to 2017, collected with manual content analysis, were combined with economic data on Swiss universities.

The results show that a more positive evaluation in the news media leads to the positive development of private, but not public, third-party funding. Surprisingly, visibility in the news media has a negative effect on private third-party funding.

The effects of media reputation are dependent on the stakeholders under review. However, this study's design does not yield evidence on direct causal effects. Further studies could, therefore, use surveys to analyze the decision-making processes of individuals regarding their relative dependency on news media consumption.

This study demonstrates that positive evaluation in the news media represents an asset for universities when striving for more private third-party funding. Public relations (PR) activities aimed at the news media, therefore, can help universities attract additional funding.

The paper shows that in a digitized media environment, the news media still represent an important source for information about scientific organizations.

The study was the first to analyze the effects of media reputation on the third-party funding of universities.

This review aims to examine how aggression is portrayed in the media and how it can influence behavior and attitudes regarding aggression.

The authors reviewed the relevant literature and examined both physical and relational forms of aggression in multiple media forms (television, film, video games, music, books).

Across media types, evidence is found that both physical and relational aggression are portrayed frequently and in ways that may contribute to subsequent aggression. Furthermore, though there are studies finding no effect of exposure to media aggression, evidence is found that watching physical and relational aggression in the media can contribute to aggressive behavior. Prominent media aggression theories are reviewed and some of these theories are applied to relational aggression media effects.

Researchers should no longer ignore relational aggression in terms of the media, in terms of content and associations with aggressive behavior. Researchers should also focus on understudied media forms, such as music and books.

Policy makers should take careful note of the research on media and aggression when deciding on public policy and clinicians should inquire about media habits when clients show problematic aggressive behavior (physical or relational).

This paper is a valuable source of information regarding current research on media and aggression. Unlike other reviews, it focuses on multiple types of aggression (physical and relational) and multiple media types (TV, movies, video games, music, and books).

Previous literature has discussed the importance of two types of social media exposures: owned social media (OSM) exposures generated by service providers and earned social media (ESM) exposures initiated by consumers. This study aims to examine the relative effects of owned and ESM exposures on brand purchase, as well as their advertising externality to competing brands. Rooted in theory of planned behavior and advertising externality literature, this study hypothesizes that owned and ESM exposures positively influence brand purchase. Such effects, however, can spill over to competing brands that invest in social media marketing and co-exist in the market.

This study collects brand purchase records and social media messages on the Facebook brand pages of a group of service providers over 12 months. The data are assembled for time series analysis with the unit of analysis being “brand × bi-week”.

Using a blend of fixed-effects models and seemingly unrelated regressions, this study finds that both owned and ESM exposures positively affect brand purchase, the purchase effect of OSM exposures is greater than ESM exposures, OSM exposures generate not only more purchase of the focal brand but also positive advertising externality to competing brands, whereas ESM exposures locks up the advertising effect to the focal brand without spilling over to competing brands.

This study advances the understanding about the externality of social media exposures in an increasingly competitive market where multiple brands invest in social media marketing and co-exist. Important implications on the strategic use of social media exposures to drive brand purchase while competing with similar brands are provided.

What is the relationship between a social movement and the media coverage it receives? Using data on the Tea Party and supplementing it with a broad dataset of coverage in nearly 200 state and local newspapers over an 18-month period, I address key questions on the recursive relationship between media coverage and mobilization. Results provide support for the mobilizing influence of the media. Instead of following protest activity as post-facto news, coverage tended to precede mobilization and was its most important predictor. Second, the conservative media occupied a distinct and indirect position in impacting mobilization. Though not direct predictors of mobilization, conservative media coverage was a strong predictor of subsequent coverage in the broader media. Further, this influence was asymmetrical, with the general media having no impact on conservative media. Finally, results suggest that the conservative frame of “liberal media bias” enabled a unique mobilizing effect where negative coverage in the broader media increased mobilization. These findings shed light on the dynamic relationship between movements, protests, and the media, and that of conservative movements in particular.