 ¡°Owned Media¡±: Developing a Theory from the BuzzwordAndreas Baetzgen and Jorg Tropp Studies in Media and Communication, 2013, vol. 1, issue 2, 1-10 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. Keywords: corporate publishing; branded entertainment; user-generated content; content marketing; custom publishing (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:rfa:smcjnl:v:1:y:2013:i:2:p:1-10 Access Statistics for this article More articles in Studies in Media and Communication from Redfame publishing Contact information at EDIRC. |
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