Linda Saulite, Deniss Sceulovs

Proceedings of the 26th World Multi-Conference on Systemics, Cybernetics and Informatics: WMSCI 2022, Vol. II, pp. 125-129 (2022); https://doi.org/10.54808/WMSCI2022.02.125

Linda Saulite
Faculty of Engineering Economics and Management, Riga Technical University, Riga, Latvia

Deniss Sceulovs
Faculty of Engineering Economics and Management, Riga Technical University, Riga, Latvia

Cite this paper as:
Saulite, L., Sceulovs, D. (2022). What Is the Uniqueness of a Media Brand? The Audience Perspective. In N. Callaos, E. Gaile-Sarkane, S. Hashimoto, B. Sánchez (Eds.), Proceedings of the 26th World Multi-Conference on Systemics, Cybernetics and Informatics: WMSCI 2022, Vol. II, pp. 125-129. International Institute of Informatics and Cybernetics. https://doi.org/10.54808/WMSCI2022.02.125

While research on traditional media brands has increased in recent years, few studies focus on news media brands and their brand strategies, particularly regarding unique brand associations unrelated to media brand content and their impact on audience media brand choice. Numerous studies emphasize the importance of content as a component of the media brand and its crucial function in audience selection. While this is true, in a market where news and information are oversaturated and comparable, the question for news media businesses is what differentiates them when the news content may be identical across all platforms. This is particularly true for younger audiences, who are more platform- and experience-driven. In an environment where cross-platform distribution emphasizes the importance of media brand associations and content experiences, media brands' ability to maintain brand preference and choice in a highly competitive marketplace becomes increasingly critical.
As the authors analyze, research indicates that younger audiences consume fewer domestic media and prefer international media, raising the specter of future domestic media audiences. Thus, examining the unique characteristics of media brand associations that positively influence audience preference and media brand choice among younger audiences would not only address some difficult questions for national media brands about how to attract younger audiences but also lay the groundwork for satisfying audiences' needs for a seamless media brand experience across multiple platforms without sacrificing strong and unique media brand associations.
This research highlights the importance of content experience in defining the distinctiveness of media brands and its effect on brand selection and audience consumption.