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Research Note: News Magazines’ Social Media Communication and Their Effect on User Engagement

In: Handbook of Media Branding

Author

Listed:
  • Verena Friedl

    (University of Vienna)

  • Kati Förster

    (University of Vienna)

Abstract

The aim of this study is to investigate how news magazine brands use social media communication. It will be further examined how social media activities affect user engagement. A closer look is taken at both extant literature as well as leading European and U.S. news magazine brands. We give a detailed investigation into which types of content and which communication styles actually drive user engagement on social media by analyzing the social media activities of Time magazine and Spiegel Online. The present study thus aims to provide important insights into key success factors for news magazines’ social media communication.

Suggested Citation

  • Verena Friedl & Kati Förster, 2015. "Research Note: News Magazines’ Social Media Communication and Their Effect on User Engagement," Springer Books, in: Gabriele Siegert & Kati Förster & Sylvia M. Chan-Olmsted & Mart Ots (ed.), Handbook of Media Branding, edition 127, pages 251-266, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-18236-0_17
    DOI: 10.1007/978-3-319-18236-0_17
    as

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