Browsing by Subject "Medienkonsum"

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Crossmedia Marketing ? Suchmaschinen als Brücke zwischen Offline- und Online-Kommunikation
(2010) Noack, Catharina; Brettschneider, Frank
The continuous increase in the range of media products which are offered means that these products are increasingly competing for the scant resource of the recipient?s attention. Crossmedia marketing is aimed at ensuring a presence in the various media market sectors, offline and online, thus reducing the dependency of individual media markets and enabling synergy effects to be utilized. The significance of this work is in the way it links the research disciplines of crossmedia marketing, consumer research and search engine marketing. It is assumed that crossmedia marketing has developed further as a result of changed consumer behavior, with the search engine usage behavior playing a key role. Crossmedia marketing is employed on the media side to react to search engine usage. It is based on the theory of integrated communication according to Bruhn. Research is directed by the question of the degree to which it makes sense to integrate search engines into crossmedia marketing activities, and what may possibly need to be taken into consideration in the case of such integration. A particular focus is placed on the question of whether it is possible to lead consumers to a website by means of crossmedia TV advertising with the help of search engine marketing. The entire field of research is opened up by means of secondary analyses, log file analyses, and guideline-based interviews with experts from the scientific sector, operators of crossmedia marketing from agencies, and users of crossmedia marketing from the industrial sector. As a result it can be stated that extending marketing activities into the internet in the context of integrated communication is becoming extremely important, and far-reaching advertising campaigns in the offline area profit from search engine marketing campaigns which are coordinated with these. The search engine forms a bridge between offline and online communication. What is achieved in terms of communication is manifested decisively in the number of searches. An intelligent crossmedia marketing strategy can make the interplay of classical and new media an effective recipe for success.
Internet use and subjective well-being in China
(2015) Sousa-Poza, Alfonso; Nimrod, Galit; Nie, Peng
Using data from the 2010 China Family Panel Studies, we analyze the association between Internet use and various measures of subjective well-being (SWB) in a sample of 16- to 60- year-old Chinese. Our analysis shows that although intensive Internet use is significantly associated with lower levels of SWB, we hardly observe any associations when the focus is on participation in specific online activities. Nevertheless, SWB depends on perceptions of Internet use; that is, the importance that different individuals ascribe to different purposes for using the Internet and how much they believe that their Internet use is displacing other activities. Our results suggest that, contrary to previous findings, differences in beneficial outcomes (the third level digital divide) do not necessarily arise from individuals’ actual Internet use (the second level digital divide) but rather may result from their subjective perceptions of such usage. Our findings also point to a possible cultural factor that puts Chinese Internet users at psychological risk.