The Differential Effects of External Versus Internal Communication Features in Digital Magazines

• In Event: Media Technology Industries: Online Journalism, On-Demand, and Streaming Services

Abstract

This study investigated the effects of external and internal communication features on consumers’ attitude toward a digital magazine, and the processes underlying these effects. In a two-wave experiment with a 2 (external communication features: present/absent) x 2 (internal communication features: present/absent) between-subjects design, 192 participants were exposed to a digital tablet magazine in which the presence of interactive features was manipulated. The results show that digital magazines with either external or internal communication features are perceived as more interactive, which has a positive influence on consumers’ digital magazine attitude. More importantly, the findings reveal that – in contrast to external – internal communication features also enhance feelings of social presence, which is another process through which digital magazine attitude is positively affected.

Authors

• Fabienne Rauwers, U of Amsterdam

• Hilde Voorveld, U of Amsterdam - ASCoR

• Peter Neijens, U of Amsterdam