Media Management, Economics, and Entrepreneurship 2018 Abstracts
Open Competition
Substitutability and Complementarity of Broadcast Radio and Music Streaming Services: The Millennial Perspective • Sylvia Chan-Olmsted, University of Florida; Rang Wang, University of Florida; Kyung-Ho Hwang, School of Liberal Studies, Kyungnam University • Digital technologies have redefined how audiences use audio media. Faced with great challenges, broadcast radio stations launched mobile apps to compete with music streaming services in engaging the largest generation in the U.S., the Millennial. Guided by the uses and gratifications approach, this study investigated the Millennial’s perceptions of the substitutability and complementarity of broadcast radio, its apps, and music streaming services through a national survey. Strategic implications for broadcast radio were provided. The paper was based on the collaborative work among partners from the academic, radio stations, and the mobile app industry with professional relevance.
The Impact of Organizational Climate on Trauma Suffering in Journalism • Kenna Griffin, Oklahoma City University • This study measures the role of the newsroom organizational climate in preparing journalists for trauma exposure and providing them with support afterward. The 829 respondents reported high levels of trauma exposure at work and intense symptoms as a result. Despite this, few journalists were trained about trauma exposure. This support would help them cope with emotions related to experiencing traumatic events and could help them avoid emotional trauma altogether, creating a more emotionally healthy profession.
Entrepreneurial News Sites as Worthy Causes? Exploring Readers’ Motivations Behind Donating to Latin American Journalism • Summer Harlow, University of Houston • “This study uses surveys with readers of entrepreneurial news startups in seven Latin American countries to examine their motivations for donating to journalism. Using the donor-organization relationship from public relations scholarship as a framework, this study showed content, independent/objective journalism, interactivity, and community as main motivating factors for donating. A lack of priority, techno concerns, and capitalism were reasons why readers did not donate. Professional and theoretical implications are discussed.
The digital linchpin for mobile startup? Exploring the social media knowledge and managerial skills of mobile entrepreneurs • Gejun Huang, The University of Texas at Austin; Wenhong Chen, The University of Texas at Austin; Bryan Stephens, The University of Texas at Austin • The flourish scene of high-tech entrepreneurship in the U.S has prompted growing academic interests in the relationship between social media and entrepreneurship. However, limited attention has been paid to exploring the degree to which entrepreneurs’ social media knowledge and managerial skills affect their business performances. This paper aims to fill this gap by investigating the variations of mobile entrepreneurs’ social media strategies from the perspectives of technological knowledge and IT managerial skills that derive from resource-based theory. Using qualitative data drawn from 45 semi-structured interviews with mobile entrepreneurs and advocates in the major U.S. tech hubs, we find the formation and implementation of their social media strategies are premised on social media knowledge and managerial skills. The knowledge and skills correspond with mobile entrepreneurs’ understanding of mobile technologies and user practices, their business development needs and network, as well as the broader industry context.
Examining Cord-Cutting Media Consumers: Usage, Perceptions, Motivations, and Segments • Hun KIM; Kyung-Ho Hwang, School of Liberal Studies, Kyungnam University; Sylvia Chan-Olmsted, University of Florida; Byeng-Hee Chang, Sungkyunkwan University • This study investigates factors affecting consumer segments within cord cutting using IDT, U&G theory, the media substitution, channel repertoire and media usage. Theoretically, this study is an early study of consumer segment related to cord cutting and is based on IDT and U&G to analyze perceptions of two services consumer. Practically, this study provides practical insight to cord media and streaming video service industries.
The Economics of State-Run News Media Policy: A Case Study of Vietnam • Huyen Nguyen, Ohio University; Trung Bui • In Western world, government intervention via media policy is supposed to help correct market failures such as the existence of external cost/benefit on third parties, the lack of public goods, and the abuse of monopoly power (Rolland, 2008; Hoskins, McFayden & Finn, 2004; Picard, 1989). In still communist nations, government intervention is more often viewed as to protect political ideas (Chin-Chuan, Zhou & Yu, 2006; Silverblatt & Zlobin, 2004; Siebert, Peterson & Schramm, 1978). However, in the post-communist era, communist governments have always been steered towards a market economy, leading to their mixed media policy goals. In this study, the analysis of 267 policy tools and seven interviews with media scholars, news leaders and state officials in Vietnam, a still communist nation, unveil that correcting market failures is an involuntary and secondary goal of Vietnam news media policy. Besides, a survey of 40 news organizations indicates that organizations who perceive policy effectiveness tend to yield more revenues and commit more to news quality than those who do not.
McClatchy’s “Reinvention” and Socially Responsible Existentialists: An interview-based case study • Mark Poepsel, Southern Illinois University Edwardsville • As the McClatchy news chain introduces a “Reinvention” plan in its newsrooms, some journalists are wary. Questions of autonomy arise when upper-level management hands down checklists and digital engagement targets. Journalists’ concerns must be balanced with the organization’s need to focus on digital revenues. Management’s efforts at financial salvation must be balanced with the need to preserve the social responsibility role of news outlets. This is a case study of a small-city news organization with national investigative journalism chops. This manuscript examines through the normative theoretical frame how journalists, accomplished at balancing their autonomy with social responsibility, respond to “Reinvention.”
Does Geographical Location Matter in Business-to-Business Advertising Expenditure Decisions? Evidence from Manufacturing Firms • Nur Uysal, DePaul University; Juan Mundel, DePaul University • Previous literature on advertising spending typically related advertising to the sales or profitability of the firm or industry. Even though the relationship between advertising and sales has been studied extensively, the results are usually muddied by other marketing mix elements, such as promotion and distribution effect. Although the marketing literature has showed an enduring interest in geographic location, there has been relatively scant research on geographical proximity as a determinant of B2B advertising expenditure in the advertising scholarship. Using Cluster Theory as a framework, this paper tests whether industry cluster affect B2B marketing expenditure decisions. The researcher constructed a study sample of manufacturing firms (with primary three-digit SIC between 200 and 399) with a high percentage of their assets and employees located at the firm’s corporate headquarters (N = 2331 firm-year observations from 651 firms). Results of a t test and a series of multiple regression analysis yielded empirical evidence that geographic proximity to an industry cluster location affects firms’ decisions on B2B advertising expenditure. Implications for media management research and theory are discussed.
Comparing Online and Offline Media Engagement: A Triangular Measurement Approach • Lisa-Charlotte Wolter, University of Florida; Sylvia Chan-Olmsted, University of Florida; Daniel McDuff • Media engagement can serve as a useful approach for cross-platform effectiveness measurement and optimization. Through an industry-academic research partnership between a research university, Google/YouTube, and Microsoft, the study conducted online-offline cross-platform comparisons of YouTube and TV video usage experience using both implicit and explicit measurements. Results from the comprehensive lab-based mixed-methods study shed light on how the two video platforms differ in terms of attention and engagement – measured triangularly (cognitive, affective, behavioral). (Industry Relevance)
Legacy Media Versus Emerging Online Sources of News and Information: A Niche Study of Competition and Coexistence • Mohammad Yousuf • This study applied the Theory of the Niche to examine if the legacy news media competes with institution-generated content, activist-generated content, and user-generated content—three emerging sources of news and information. A survey of online media users (N=1,103) shows each of four content types has a moderate niche on news gratifications. Niche overlap coefficients suggest moderate to strong competition among the content types although the legacy news media maintains competitive superiority over all others.
Special Topics
Business Characteristics of a Network Media Agency: A Case Study Using a Dyadic Perspective of Agency–Client Joint Business Activities • Melanie Herfort, University of Bayreuth, Germany; Reinhard Kunz • This paper studies a media agency’s business characteristics using a dyadic agency–client view to explore the collaborative value of co-creation business activities. The paper applies a qualitative case study method based on a network media agency. We contribute that the knowledge about nonmedia services, such as content and technology, and their clients as business partners play a large role in furthering the business activities of this agency.
Emotional Responses to Online Video Ads: The Differential Effects of Self-Brand Congruity and Ad Duration • Todd Holmes, California State University Northridge • The purpose of this study was to gain a better understanding of self-brand congruity and ad duration and how these factors impact emotional responses to embedded online video advertisements. To achieve these aims, an online experiment was conducted based on a two (self-brand congruity) X two (ad duration) between-subjects design. Two dependent measures, emotional response to the ad (ERad) and emotional response to the brand (ERb) were used to examine the effectiveness of the ads and three brand personality dimensions (excitement, sophistication, ruggedness) were included in the model as replicates. Self-brand congruity was found to significantly impact respondents’ level of pleasure experienced when they viewed an ad for a brand that was low or high in excitement. Significant differences were found in terms of the pleasure that subjects ascribed to brands deemed to be low or high in sophistication. In addition, an interaction effect was found in the sophistication dimension with respect to arousal.
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