News on Facebook: How Facebook and Newspapers Build Mutual Brand Loyalty Through Audience Engagement

Abstract

Focused on the value of Facebook as a distribution platform for newspapers, this study shows that news which attracts and holds readers’ attention on Facebook is positively related to the brand awareness and brand loyalty of newspapers and Facebook. Brand-wise, Facebook and newspapers benefit when news is distributed through Facebook. The study shows that Facebook and major newspapers are somewhat mutually beneficial in helping build the brand loyalty of both. However, audiences who read news from major brands on Facebook rather than going to the news sites may create a certain illusory loyalty toward a news brand.

Keywords

Facebook news engagement brand loyalty brand competition relationship newspapers

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