ENGAGEMENT WITH ONLINE MEDIA

被引：107
|
作者：
Mersey, Rachel Davis [1 ]
Malthouse, Edward C. [1 ]
Calder, Bobby J. [1 ]
机构：
[1] Northwestern Univ, Evanston, IL 60208 USA
来源：
JOURNAL OF MEDIA BUSINESS STUDIES | 2010年 / 7卷 / 02期
关键词：
audiences; users; engagement; experience; digital media;
D O I：
10.1080/16522354.2010.11073506
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Engagement has emerged as an important concept for news organizations. Yet lack of agreement within the industry and the academy on the definition of engagement has left news companies vulnerable to the definitions dictated by advertisers, who focus on brand placement not news content. This paper relies on quantitative and qualitative methodologies to define online engagement as a collection of experiences, illustrates that there are actually two important types of engagement (personal and social-interactive engagement) for media companies, and demonstrates their predictive validity by showing both are associated with readership.
引用
收藏
页码：39 / 56
页数：18
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