Sylvia M. Chan-Olmsted

Factors affecting e-book reader awareness, interest, and intention to use:

This study attempts to identify the predictors of e-book reader diffusion with regard to consumer awareness, interest, and intention to use. Specifically, it assesses the relative influence of demographics, media usage/ownership, and personal traits/perception variables in the technology-adoption process. A national consumer survey conducted in South Korea, a leading country in the proliferation of e-book use, found that e-book reader awareness, interest, and adoption intention correlated positively with age, education, income, perceived need for print media, digital media ownership, personal innovativeness, and the perceived attributes of e-book readers. Regarding the relative effects of variable blocks, the most influential factors in predicting e-book reader awareness, e-book reader interest, and intention to use were demographics, personal innovativeness, and the perceived attributes of e-book readers, respectively.

Mobile News Adoption among Young Adults Examining the Roles of Perceptions, News Consumption, and Media Usage

Using the frameworks of innovation diffusion and technology acceptance model, this study examines the predictors of mobile news consumption among young adults. The results show that the perceived relative advantage (especially content), utility, and ease of use of mobile news are positively related to its adoption. The young adults’ news consumption patterns and preferences, as well as media usage, all play a role in the adoption of mobile news. This study also validates the importance of examining the adoption outcome from multiple perspectives.

Audience knowledge, perceptions and factors affecting the adoption intent of terrestrial digital television

This article investigates the levels of consumer awareness and knowledge of digital television (DTV) in the USA. It also explores the consumer perceptions of DTV characteristics, benefits and importance. Various consumer characteristics and DTV perceptions were examined to assess their influence in the adoption of DTV. It was found that the consumers had many misconceptions of DTV and their DTV knowledge level was most related to personality traits and internet usage or tenure. While the desire for bigger screen size, digital video recorder ownership, income and broadband access were the best predictors of intention to adopt DTV sets, desire for better video quality and knowledge of DTV environment were the best predictors of intention to adopt DTV converters.

Exploring the Antecedents and Effects of Brand Images for Television News: An Application of Brand Personality Construct in a Multichannel News Environment

Abstract Adopting the construct of “brand personality,” this article examines the news brands of Cable News Network, Fox News Channel, MSNBC, CBS news, NBC news, and ABC news; investigates the factors influencing their brand images; and assesses the consequences of these brand perceptions. Using the news brand personality dimensions of competence, timeliness, and dynamism, it was found that antecedents such as an audiences attitude toward an affiliated television network, perceived importance of anchors, and use of television as a news source help shape the brand personality of a network news product. The perceived brand personality of a news outlet, especially along the dimension of competence, also contributes to an audiences attitude, usage, and loyalty of the news brand.

Media Branding in a Changing World: Challenges and Opportunities 2.0

Recently, it was suggested that the United States cable industry, a sector populated by established media brands such as MTV and ESPN, is engaging in a new wave of branding endeavors. It seems that many cable networks are re-launching their network brands in response to plateaued growth, anticipated mergers and acquisitions, and an attempt to develop new assets in a marketplace full off competing online and offline media products. For example, Bravo has repositioned itself from being artsto pop culture-centered with shows like The Real Housewives series; Discovery has launched The Hub to replace Discovery Kids. Scripps is re-branding Fine Living into The Cooking Channel, while Fox Reality is becoming Nat Geo Wild (Grego & Atkinson, 2010). The increasing pace of branding activities is not unique to the cable industry. With the transition to digital television, broadcast stations in the U.S. are said to have to repack and brand their new digital channels aggressively (Silbergleid, 2007). The branding efforts in the media industries became more complex when the world of marketing is turned upside down by the arrival of Web 2.0, with social media acting was a new means of connecting with consumers personally, interactively, and collectively. Social media, while valuable in offering an unprecedented two-way marketing channel for traditional media, also compete for consumers’ leisure time and serve as an alternative content distribution platform. Faced with all these changing market conditions and technological advances, media firms are indeed at a crossroad where they need to retool marketing strategies to prosper or even just to survive. The brand equity of many media brands is non-disputably valuable. Global brand valuation leader, InternBrand, identified Disney to be number

Theorizing the Strategic Architecture of a Broadband Television Industry

The emerging broadband environment is pushing forward a new phase of development for the television medium. Just as the introduction of cable television added the multichannel, narrow-casting capability to broadcast television, the arrival of the Internet and the broadband infrastructure brought more enhanced functions such as interactivity and personalization to cable television. This article introduces a strategic architecture that depicts the roles of various channel members and the interrelationships between them in the emerging broadband television industry by incorporating the concepts of value chain and complementary convergence. Contrary to the belief that the broadband industry would present a truly converged system in which firms from the multichannel television and telephone sectors compete in one anothers market with bundled services, this article anticipates a broadband market that continues to offer telecommunications and video programming products under two separate interfacing devices and different distribution infrastructures because of the importance of preserving the unique characteristics of each product.

Branding Television News in a Multichannel Environment: An Exploratory Study of Network News Brand Personality

Adopting the construct of “brand personality,” this article examines the perceived differences among various television news brands, investigates the distinction between cable and broadcast news brands, and explores the applicability of brand personality in this market. CNN was found to possess the most distinct, positive personality, whereas CBS news had the least differentiated brand personality. Fox News was seen as the most dynamic and conservative. Overall, broadcast network news was perceived to be more traditional and liberal than cable network news. Three modified dimensions—competence, timeliness, and dynamism—were found to represent the personality facets of the television news product.

From Access to Utilization: Factors Affecting Smartphone Application Use and Its Impacts on Social and Human Capital Acquisition in South Korea

This study examines the mobile divide from the perspective of perception of information and knowledge inequity due to smartphone usage, exploring factors that may influence the use of smartphone applications and assessing discrepancies in social and human capital due to usage differences. A survey of smartphone users revealed that gender, age, personal innovativeness, and consumption skills were significant predictors of the frequent use for applications. Simply having more smartphone applications does not contribute to increases social or human capital; it is usage of these apps that makes a difference.

Comparative Effects of Organization–Public Relationships and Product‐related Attributes on Brand Attitude

This study empirically investigates how the dimensions of organization–public relationships, i.e. trust, control mutuality, commitment, and satisfaction, are related to brand attitude formation. In order to establish a benchmark for analysis, it also compares the effects of organization–public relationships on brand attitude to those of product‐related attribute beliefs. The results of a survey conducted using a branded laptop computer product showed that, while both organization–public relationships and product‐related attributes were significantly related to attitude towards the brand, among the dimensions of organization–public relationships only ‘satisfaction’ was a significant predictor of brand attitude. In addition, the explanatory power of organization–public relationships was found to be weaker than that of product‐related attribute beliefs in predicting brand attitudes.

Enhanced TV as brand extension: TV viewers' perception of enhanced TV features and TV commerce on broadcast networks' web sites

Interactive TV and enhanced TV features on the Web have received enormous attention from the TV industry as the future direction of TV technology development (Kontzer 2001). Indeed, more than 78 per cent of U.S. Web users have visited a TV web site within the past year (Schlosberg 2000). Enhanced TV includes all the features of the Internet that can improve or enhance the viewing experience of TV viewers. Television programmers believe that enhanced TV can build viewer loyalty; and for cable networks, enhanced TV can increase subscriber retention and attract new subscribers (Fahey 2000; Griffin 1996).