Media E-Branding and its Antecedents: A Case from Iranian Online News Agencies
This study aims to investigate online brand creation with respect to specific features of the media industry. The data were gathered from subscribers of the websites of news agencies, and the findings were achieved using the structural equation modeling. The findings maintain the conceptual model of the study, and the results indicated that brand personality, online content, interactivity, and website-attribute along with the online reader motivation, influence the online brand creation for news agencies. Results also confirmed that there is mediation effect on the online reader motivation from online content, interactivity and website-attributes towards the online brand creation for the news agencies.