Nooit alleen, altijd tezamen. Een stakeholder-inclusieve advertising strategie bouwen voor digitale nieuwsmedia.
Year: 2023
Type: dissertation
Abstract: A company does not exist on its own. It is always part of a vast network of interrelated stakeholders exchanging value with each other. This is no different for news media companies. For news media, key stakeholders are advertisers and news users. However, digitalization and social media platforms have disrupted the relationships between news media and these stakeholders, which created tensions and a need to develop new value propositions. Since the 1990s, marketing shifted from a focus on products to a focus on services. This shift was identified by Vargo and Lusch (2004) and called service-dominant logic. It entails that value is merely proposed by companies by combining value from the stakeholder network and is always co-created with the user. To obtain maximum value from the stakeholder network, Hillebrand et al. (2015) crystallized stakeholder thinking, which is built on three skills: recognizing the stakeholders, relationships, and value exchanges among them (systems thinking), resolving tensions rather than ignoring them (paradoxical thinking) and sharing power over the value creation process (democratic thinking). Through qualitative and quantitative studies, this dissertation investigates if these two frameworks can help news media companies strengthen their relationship with advertisers and news users. We focused specifically on native and podcast advertising. The results show that such an approach can uncover new value propositions and avenues for innovation. One study explored news users' perceptions of valuable native ads, indicating a preference for closer integration with editorial content, challenging the current division between commercial and editorial departments. Our approach also showed how stakeholder-inclusive design can help find compromises between conflicting needs. For example, podcast listeners herald host-voiced advertisements because they are less intrusive, but this practice contrasts with journalistic independence from commercial influence. Our study did show that host-voiced advertisements harmed the reputation of the host. However, it also showed that focusing on the added value of the advertisement for the audience could compensate for the negative results of an advertiser-voiced advertisement, in which case the host's reputation remains preserved. Engaging a complex stakeholder network poses challenges, especially when needs clash, intensifying product development. Nonetheless, this dissertation demonstrates the potential of balancing diverse stakeholder needs to forge sustainable revenue solutions for journalism.
Source: Lirias
Author: Luyckx, Dorien
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7039962479