Dr. Sylvia Chan-Olmsted and colleagues determined the definition of a “media brand” and explored consumer perceptions of media brands vs. other brands. An online survey of 300 German, South Korean, and American participants and qualitative surveys of 55 research assistants from Germany, South Korea, and the U.S. were conducted. Nine online interviews of media research … Continue reading What Differentiates Media Brands?
This summary is provided by the IPR Digital Media Research Center Dr. Xiaofan Wei and colleagues examined influencers’ role in motivating online consumers to engage with brand-focused content which entails consuming, creating, or adding to branded content. The researchers analyzed how influencers align with brands and the relationship between influencers and their followers. A survey of … Continue reading Influencers As Endorsers and Followers As Consumers