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Jennifer Berz Managing TV Brands with Social Media An Empirical Analysis of Television Series Brands Managing TV Brands with Social Media Jennifer Berz Managing TV Brands with Social Media An Empirical Analysis of Television Series Brands Jennifer Berz Mainz, Deutschland Die vorliegende Arbeit wurde vom Fachbereich 02 - Sozialwissenschaften, Medien und Sport der Johannes Gutenberg-Universität Mainz im Jahr 2015 als Dissertation zur Erlangung des akademischen Grades eines Doktors der Philosophie (Dr. phil.) angenommen. ISBN 978-3-658-14293-3 ISBN 978-3-658-14294-0 (eBook) DOI 10.1007/978-3-658-14294-0 Library of Congress Control Number: 2016940116 Springer VS © Springer Fachmedien Wiesbaden 2016 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Printed on acid-free paper This Springer VS imprint is published by Springer Nature The registered company is Springer Fachmedien Wiesbaden GmbH V Vorwort Als die Idee für diese Arbeit entstand, hatte ich eine Forschungsfrage im Kopf, aber noch keine Ahnung, wie ich sie jemals zu dem umfangreichen Projekt machen sollte, das letztendlich aus ihr geworden ist. Ich möchte deshalb all denjenigen danken, die es mir ermöglicht haben, mich an dieses Forschungsprojekt heranzuwagen und mich auf dem Weg, meine Dissertation fertigzustellen, begleitet haben. Zunächst möchte ich Professor Heinz-Werner Nienstedt für die Begleitung und Betreuung meiner Promotion danken. Dank Ihrer kritischen Anmerkungen habe ich den roten Faden nie aus den Augen verloren und meine Arbeit immer wieder hinterfragen und verbessern können. Vielen Dank an Professor Christian Schemer für die Übernahme des Koreferats. Einige Kollegen an der Uni Mainz haben meine Promotion durch wertvolle Anmerkungen, bereitwilliges Diskutieren oder auch ein offenes Ohr bereichert. Insbesondere danken möchte ich Tanja Eiff, Yasin Gülsahin und Jana Mitreuter. Die vorliegende Arbeit mag meine Leistung sein, aber jede Promovendin ist nur so gut wie das Team, das hinter ihr steht. Ganz besonders danken möchte ich deshalb Paula Helbig, die gegen Ende immer genau das richtige Maß an Ungeduld aufbrachte, und Jannik Berz. Dein motivierender Zettel hing fast drei Jahre lang über meinem Schreibtisch. Christiane Helbig- Berz und Helmut Berz, für mehr als ich hier aufzählen könnte. Und ganz besonders Nicola Berz. VII Table of Contents Vorwort .................................................................................................................................... V(cid:2) Table of Contents ................................................................................................................. VII(cid:2) List of Figures ......................................................................................................................XIII(cid:2) List of Tables ......................................................................................................................... XV(cid:2) List of Abbreviations ........................................................................................................... XIX(cid:2) List of Construct Abbreviations......................................................................................... XXI(cid:2) 1(cid:2) Introduction ...................................................................................................................... 1(cid:2) 1.1(cid:2) Relevance of the topic from a media management perspective ........................... 2(cid:2) 1.2(cid:2) Specification of the research focus and objectives of the study ........................... 6(cid:2) 1.2.1(cid:2) Brand loyalty as key outcome variable of this study ............................................. 6(cid:2) 1.2.2(cid:2) Serialised television brands as the object of this study .......................................... 8(cid:2) 1.2.3(cid:2) The social media programme as a branding tool .................................................... 9(cid:2) 1.2.4(cid:2) Objectives of the study ........................................................................................... 9(cid:2) 1.2.5(cid:2) Research questions and outlook on the findings .................................................. 10(cid:2) 1.3(cid:2) Methodology: Orientation of the study in science theory ................................... 11(cid:2) 1.4(cid:2) Structure of the study ............................................................................................ 13(cid:2) 2(cid:2) Theoretical foundation in relevant fields of research ................................................. 17(cid:2) 2.1(cid:2) Literature review: Branding and brand management theory ........................... 18(cid:2) 2.1.1(cid:2) Orientation in brand management theory ............................................................. 18(cid:2) 2.1.2(cid:2) The identity-based brand management approach ................................................. 21(cid:2) VIII 2.2(cid:2) Media branding as reference point of this study ................................................. 27(cid:2) 2.2.1(cid:2) Literature review: Media branding ....................................................................... 27(cid:2) 2.2.2(cid:2) Literature review: Television branding ................................................................ 34(cid:2) 2.2.3(cid:2) Serialised television content as object of investigation of this study ................... 42(cid:2) 2.3(cid:2) Relevant concepts in brand related communication ........................................... 50(cid:2) 2.3.1(cid:2) Interactive marketing and brand communication ................................................. 50(cid:2) 2.3.2(cid:2) Brand communities .............................................................................................. 55(cid:2) 2.3.3(cid:2) User innovation .................................................................................................... 58(cid:2) 2.3.4(cid:2) User generated content ......................................................................................... 60(cid:2) 2.3.5(cid:2) Electronic word-of-mouth (eWOM) .................................................................... 64(cid:2) 2.4(cid:2) Literature review: Social media research ............................................................ 68(cid:2) 2.4.1(cid:2) Investigating social media tools ........................................................................... 71(cid:2) 2.4.2(cid:2) Gratifications obtained from using social media .................................................. 81(cid:2) 2.4.3(cid:2) Categorizing social media .................................................................................... 84(cid:2) 2.5(cid:2) Using social media for brand related communication in a television context .. 89(cid:2) 2.5.1(cid:2) Advertising on-air programmes to create brand awareness ................................. 90(cid:2) 2.5.2(cid:2) Strengthening the consumer-brand relationship ................................................... 91(cid:2) 2.5.3(cid:2) Viewer interaction ................................................................................................ 93(cid:2) 2.5.4(cid:2) Harnessing the creative power of audiences ........................................................ 95(cid:2) 2.5.5(cid:2) Specification of the research gap ......................................................................... 95(cid:2) 3(cid:2) Model development (conceptualisation) ....................................................................... 97(cid:2) 3.1(cid:2) Conceptualisation and derivation of hypotheses by constructs ......................... 97(cid:2) 3.1.1(cid:2) Brand loyalty ........................................................................................................ 97(cid:2) IX 3.1.2(cid:2) Consumer-brand relationship ............................................................................. 100(cid:2) 3.1.3(cid:2) Attitude toward the social media programme for the serialised TV brand ........ 104(cid:2) 3.1.4(cid:2) Engagement in the social media programme for the serialised TV brand ......... 107(cid:2) 3.1.5(cid:2) Gratifications obtained from the social media programme ................................ 109(cid:2) 3.1.6(cid:2) Gratifications obtained from the serialised TV brand ........................................ 112(cid:2) 3.1.7(cid:2) Perceived critics’ response to the serialised TV brand ...................................... 113(cid:2) 3.1.8(cid:2) Perceived WOM response to the serialised TV brand ....................................... 116(cid:2) 3.2(cid:2) Finalisation of the causal model and summary of hypotheses ......................... 117(cid:2) 4(cid:2) Specifications of model development .......................................................................... 123(cid:2) 4.1(cid:2) Choice of method .................................................................................................. 123(cid:2) 4.2(cid:2) Survey .................................................................................................................... 126(cid:2) 4.2.1(cid:2) Sampling ............................................................................................................. 126(cid:2) 4.2.2(cid:2) Questionnaire ..................................................................................................... 130(cid:2) 4.2.3(cid:2) Data collection .................................................................................................... 131(cid:2) 4.3(cid:2) Structural equation modelling with PLS ........................................................... 133(cid:2) 4.3.1(cid:2) Construction and estimation of the PLS model .................................................. 133(cid:2) 4.3.2(cid:2) Designing the measurement model: Specifics of operationalisation ................. 137(cid:2) 4.3.3(cid:2) Evaluation of the structural equation model ...................................................... 138(cid:2) 4.4(cid:2) Operationalisation ................................................................................................ 143(cid:2) 4.4.1(cid:2) Brand Loyalty ..................................................................................................... 143(cid:2) 4.4.2(cid:2) Consumer-brand relationship ............................................................................. 145(cid:2) 4.4.3(cid:2) Attitude toward the social media programme for the serialised TV brand ........ 147(cid:2) X 4.4.4(cid:2) Engagement in the social media programme for the serialised TV brand ......... 148(cid:2) 4.4.5(cid:2) Gratifications obtained from the social media programme ................................ 149(cid:2) 4.4.6(cid:2) Gratifications obtained from the serialised TV brand ........................................ 150(cid:2) 4.4.7(cid:2) Perceived critics’ response ................................................................................. 151(cid:2) 4.4.8(cid:2) Perceived WOM response .................................................................................. 152(cid:2) 5(cid:2) Empirical model evaluation and hypothesis testing .................................................. 153(cid:2) 5.1(cid:2) Evaluation of the measurement model ............................................................... 153(cid:2) 5.2(cid:2) Evaluation of the structural model ..................................................................... 159(cid:2) 5.3(cid:2) Summary of results of model evaluation and hypothesis testing ..................... 161(cid:2) 5.4(cid:2) Investigation of moderating effects ..................................................................... 169(cid:2) 5.4.1(cid:2) Group comparisons ............................................................................................ 169(cid:2) 5.4.2(cid:2) Interaction effects ............................................................................................... 176(cid:2) 5.5(cid:2) Further insights by exploratory data analysis ................................................... 185(cid:2) 5.5.1(cid:2) Analysis of selected constructs .......................................................................... 185(cid:2) 5.5.2(cid:2) Insights from extended questionnaire ................................................................ 193(cid:2) 5.5.3(cid:2) Non-user sample ................................................................................................. 198(cid:2) 5.6(cid:2) Importance performance analysis ...................................................................... 199(cid:2) 5.7(cid:2) Discussion and summary of additional analyses ............................................... 201(cid:2) 6(cid:2) Conclusion ..................................................................................................................... 203(cid:2) 6.1(cid:2) Results and findings ............................................................................................. 203(cid:2) 6.2(cid:2) Managerial implications ...................................................................................... 207(cid:2) 6.3(cid:2) Limitations ............................................................................................................ 210(cid:2) 6.4(cid:2) Suggestions for further research ......................................................................... 211(cid:2) XI 6.5(cid:2) Revisiting objectives of this study and evaluating results ................................ 212(cid:2) References ............................................................................................................................. 215(cid:2) Appendices ............................................................................................................................ 245(cid:2)

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