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Technology has massively disrupted the news media, and the limited intention to pay for digital products is still an economic challenge. Other industries, such as film, politics, and sports, have heavily relied on human stars to increase success. Digitisation and the rise of social media have enabled formerly “hidden” journalists to engage in human branding. Against this backdrop, research has neglected the potential of frontline employees such as journalists to drive digital product success. While research has found that strategic brand management can foster human brands, this study is the first to investigate and empirically validate how star power and the exclusiveness of content affect behaviour intentions such as reading, sharing and paying intentions in the specific case of digital news media. The study is based on an online survey and includes an experiment (n=375), ANCOVA and regression analysis. The results suggest interaction effects of exclusiveness of content and star power on reading and sharing intention and an increasing influence of exclusiveness of content on paying intention. The results offer much needed guidance for media companies in searching for sustainable digital business success. Furthermore, this research provides a basis for implementing strategic human brand management in the news industry.
Nina Klaß (Mon,) studied this question.