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¡°Owned Media¡±: Developing a Theory from the Buzzword

Author

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  • Andreas Baetzgen
  • Jorg Tropp

Abstract

There are signs that the boundaries between brand and media management are disintegrating. Brands are being equipped with a media function, which means that they are taking over typical media activities and services such as entertainment, information or social networking. The result is a new phase of brand communication, often referred to as ¡®owned media¡®. This paper outlines the results of a two-phase online Delphi study with 26 professionals and academics in the field of brand and media management. Using a grounded theory approach, the study identifies the main categories (causes, contexts, consequences, conditions) for a theory of owned media across all disciplines including print, TV, mobile and online. The results show that ¡®owned media¡¯ is more than just a buzzword of the digital era. According to the experts, there is evidence of a fundamental innovation in brand management in the form of a general extension of brand functions by a media function, which is implemented as brand-owned media. Therefore, the value of a brand will depend substantially on its value as a medium.

Suggested Citation

  • Andreas Baetzgen & Jorg Tropp, 2013. "¡°Owned Media¡±: Developing a Theory from the Buzzword," Studies in Media and Communication, Redfame publishing, vol. 1(2), pages 1-10, December.
    • Handle: RePEc:rfa:smcjnl:v:1:y:2013:i:2:p:1-10
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    More about this item

    Keywords

    corporate publishing; branded entertainment; user-generated content; content marketing; custom publishing;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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