镜像数字内容营销框架:通过刺激评估和行为参与反应捕捉提供者的观点

IF 3.7 3区 管理学 Q2 BUSINESS
Jelena Filipovic, Maja Arslanagic-Kalajdzic
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引用次数: 0

摘要

本研究旨在提出一种新的镜像数字内容营销(MDCM)框架,该框架扩展了当前基于消费者的数字内容营销(DCM)框架,以涵盖提供商的视角。根据刺激-有机体-反应理论,作者假设内容刺激影响行为参与反应,分别反映了基于消费者的DCM的动机和自我报告的参与。设计/方法/方法为了从经验上验证MDCM框架的提供者方面,作者使用了一份时事通讯和一个匹配网站,其对应的每周117个数据点。数据来自六个国家的三个来源:时事通讯内容刺激,时事通讯绩效指标和谷歌分析的匹配网站绩效指标。使用OLS和面板回归分析数据并产生结果。结果表明,内容刺激确实解释了供应商记录的消费者的行为参与反应。然而,不同刺激的影响是不一致的:功能性刺激既有积极的影响,也有消极的影响,而社会性刺激对行为投入反应有积极的影响。作者进一步表明,新闻通讯的参与反应会影响后续跨渠道的参与反应(例如,通过链接的新闻媒体网站)。研究局限/启示进一步的研究肯定需要实证验证MDCM框架双方之间的联系。正如作者所提出的,基于提供者的刺激与基于消费者的动机相对应,然而,哪些刺激触发了哪些动机,以及它们如何最终转化为基于消费者和基于提供者的行为参与仍然是一个悬而未决的问题。在MDCM框架的使用中,可以采取不同的理论视角。我们的观察结果对于想要在其数字内容中使用某些刺激的营销人员是相关的,特别是在通讯和网站中介绍的内容。作者表明,刺激确实与消费者的行为参与反应有关,并且不同的刺激对参与的影响不同。此外,对新闻媒体营销经理的建议是在他们的网络传播策略中使用跨平台的启动。原创性/价值本研究提出并在两个新闻媒体渠道上对MDCM框架的提供者进行了实证测试,重点关注行为参与反应。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Mirroring digital content marketing framework: capturing providers’ perspectives through stimuli assessment and behavioural engagement response
Purpose This study aims to propose a novel mirroring digital content marketing (MDCM) framework that extends the current consumer-based digital content marketing (DCM) framework to encompass the provider’s perspective. Relying on the stimulus–organism–response theory, the authors posit that content stimuli influence behavioural engagement responses that, respectively, mirror the motives and self-reported engagement from the consumer-based DCM. Design/methodology/approach To empirically verify the provider side of the MDCM framework, the authors used one newsletter and one matching website with corresponding 117 weekly data points. Data were drawn from three sources for six countries: newsletter content stimuli, newsletter performance indicators and Google Analytics metrics on matching website performance. OLS and panel regressions were used to analyse the data and generate results. Findings The results show that content stimuli do explain the behavioural engagement responses of consumers recorded by the provider. However, the effects of the different stimuli are inconsistent: functional stimuli have both positive and negative effects, while social stimuli positively impact the behavioural engagement response. The authors further show that the newsletter engagement response influences subsequent engagement responses across channels (e.g. via the linked news media website). Research limitations/implications Further research definitely needs to empirically verify the connection between two sides of the MDCM framework. As proposed by authors, provider-based stimuli are corresponding to the consumer-based motivations, however, which stimuli are triggering which motivations and how they can consequently be translated to both consumer- and provider-based behavioural engagement is still an open question. Different theoretical lenses could be taken in the usage of MDCM framework. Practical implications Our observations are relevant for marketers that want to use certain stimuli in their digital content, in particular a content introduced in the newsletter and the website. The authors show that stimuli are indeed related to the behavioural engagement response of consumers and that various stimuli impact engagement differently. Furthermore, the recommendations for the marketing managers of news media are to use priming across the platforms in their Web communication strategies. Originality/value This study proposes and empirically tests the provider side of the MDCM framework across two news media channels, focusing on behavioural engagement responses.
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来源期刊
CiteScore
6.90
自引率
13.60%
发文量
126
期刊介绍: The EJM is receptive to all areas of research which are relevant to marketing academic research, some examples are: ■Sustainability and ethical issues in marketing ■Consumer behaviour ■Advertising and branding issues ■Sales management and personal selling ■Methodology and metatheory of marketing research ■International and export marketing ■Services marketing ■New product development and innovation ■Retailing and distribution ■Macromarketing and societal issues ■Pricing and economic decision making in marketing ■Marketing models
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