![]() However, a significant and positive relationship is found between digital media and print media, but with a very weak value of Kendall tau. It is also determined that a significant inverse relationship exists between advertisement spending on digital media and TV, and digital media and radio. Tukey's Post Hoc test reveals that advertising expenditure of radio is significantly different from TV and Print Media, but there is no significant difference between the expenditure of radio and digital media. The study findings have indicated that media forms are statistically significantly different in spending on advertisements. The simple linear regression method has also been used to find out if a viable relationship exists between media forms and advertising expenditure. In addition to this, Kendall tau's correlation has been used in order to analyze the effects of digital media on the advertising market share of traditional media. The researchers have determined the overlaps and variabilities among the advertising market shares of media forms through ANOVA and Tukey's post hoc. In order to achieve this objective, the study has tested different relationships between advertising market shares of media forms through various statistical techniques. ![]() The primary objective of this research is to ascertain the relationship between market shares of traditional and digital media in Pakistan by using the theoretical framework of the media niche theory. By understanding the difference between gratifications sought and gratifications achieved, the current study helps practitioners to understand not only why people join and participate in these groups, but their level of satisfaction with the community while also adding predictive power to the uses and gratifications theory by utilizing the concept of satisfaction to explain behaviour regarding continued (or discontinued) use of a medium. Furthermore, gratifications achieved explained more variance in engagement than gratifications sought-so what people actually get out of the community, rather than what they intended when they joined, is more impactful in determining engagement. Lurkers received fewer gratifications, but they were also seeking less from the community at the outset than their more active counterparts. people achieved all that they hoped to when they joined-and more). Overall, results indicated that there were no significant negative differences between what members were hoping to receive and what they did receive from the community (i.e. The purpose of this paper was to better understand lurkers’ and posters’ motivations sought and motivations achieved for lurking and posting within online brand communities and the resulting satisfaction levels of both groups within brand communities.
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