Short answer
Designers and marketers should strategically plan transmedia rollouts, recognizing that user satisfaction with a TV series may be a stronger predictor of interest in a related movie than satisfaction with a movie is for a related TV series.
- Field
- Innovation & Markets
- Source
- International Journal of Contents (2010)
- Method
- Quantitative research using structural equation modeling.
- Evidence
- Moderate effect
Positive word-of-mouth stemming from satisfaction with one media format significantly influences repurchase intention for a related transmedia product, though this effect is not uniform across different media transitions. This innovation & markets research insight is drawn from a 2010 study published in International Journal of Contents. Using Quantitative research using structural equation modeling., researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and marketers should strategically plan transmedia rollouts, recognizing that user satisfaction with a TV series may be a stronger predictor of interest in a related movie than satisfaction with a movie is for a related TV series.
Leveraging Transmedia Satisfaction: Positive WOM Drives Repurchase, But Asymmetrically
Positive word-of-mouth stemming from satisfaction with one media format significantly influences repurchase intention for a related transmedia product, though this effect is not uniform across different media transitions.
International Journal of Contents · 2010
Key Findings
- 01Satisfied viewers of a movie tend to engage in positive word-of-mouth communication.
- 02Satisfied viewers of a TV series demonstrate a statistically positive repurchase intention for a related movie.
- 03Satisfied viewers of a movie do not show a direct repurchase intention for a related TV series.
- 04Satisfaction does not automatically translate to repurchase intention across different media formats.
Application
Design takeaway
Designers and marketers should strategically plan transmedia rollouts, recognizing that user satisfaction with a TV series may be a stronger predictor of interest in a related movie than satisfaction with a movie is for a related TV series.
How to apply
When developing a transmedia franchise, prioritize creating highly satisfying experiences for the initial media product, and then actively encourage and track word-of-mouth, especially for transitions where satisfaction is a stronger predictor of subsequent engagement.
Project actions
- 01When researching a product that has multiple related media forms (like a book and a movie, or a game and a TV show), consider how user satisfaction with one might influence their interest in another.
- 02Think about how you can encourage users to share their positive experiences, as this can be a powerful marketing tool.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Utilizes a robust statistical method (structural equation modeling) to analyze complex relationships.
- +Investigates a relevant and contemporary aspect of the entertainment industry (transmedia storytelling).
Limitations
The study might not account for other factors that influence repurchase intention, such as marketing efforts, the perceived quality of the subsequent media product, or individual user preferences beyond satisfaction.
Reliability & validity
The use of structural equation modeling suggests an attempt to establish both reliability (consistent relationships between variables) and validity (measuring what is intended to be measured) in the relationships between satisfaction, word-of-mouth, and intention. However, the specific measures used for each construct would need to be examined for their psychometric properties.
Think critically
How might the perceived 'completeness' or 'depth' of a narrative in one medium influence its transferability and appeal to users in another medium?
Design Principles
"Transmedia strategies should account for asymmetric consumer response patterns based on the initial media experience."
Understanding the asymmetric nature of transmedia satisfaction is crucial for entertainment businesses. It informs marketing strategies by highlighting which content transitions are more likely to benefit from positive user experiences and word-of-mouth, allowing for targeted promotional efforts and content development.
What This Means for Your Design
If people really like a TV show, they're more likely to go see the movie it's based on. But if they like a movie, they're not as likely to automatically want to watch the TV show it inspired. Talking about good experiences (word-of-mouth) helps, but it works differently depending on which way the story is being told across different media.
How to use in your project
- 1.This research can be used to justify a design choice that aims to leverage positive user experiences from an existing product to encourage engagement with a new, related product in a different medium.
Add to My Project
Quick Cite
Paragraph starter
The findings from Park and Ahn (2010) suggest that positive word-of-mouth, driven by prior satisfaction, can be a significant antecedent to repurchase intention in transmedia storytelling. However, this relationship is asymmetric; satisfaction with a TV series positively predicts intention to consume a related movie, whereas satisfaction with a movie does not directly predict intention to consume a related TV series. This highlights the importance of understanding specific media transition dynamics when designing transmedia experiences and marketing strategies.
Source
International Journal of Contents
Previous Satisfaction and Positive Word-of-Mouth Communication as Antecedents to Purchase Intention in Transmedia Storytelling
journal · 2010
View sourceQuestions About This Research
- What does the research say about leveraging transmedia satisfaction: positive wom drives repurchase, but asymmetrically?
- Designers and marketers should strategically plan transmedia rollouts, recognizing that user satisfaction with a TV series may be a stronger predictor of interest in a related movie than satisfaction with a movie is for a related TV series. Evidence: International Journal of Contents (2010).
- Why does "Leveraging Transmedia Satisfaction: Positive WOM Drives Repurchase, But Asymmetrically" matter for design?
- Understanding the asymmetric nature of transmedia satisfaction is crucial for entertainment businesses. It informs marketing strategies by highlighting which content transitions are more likely to benefit from positive user experiences and word-of-mouth, allowing for targeted promotional efforts and content development.
- How can designers apply this research?
- Designers and marketers should strategically plan transmedia rollouts, recognizing that user satisfaction with a TV series may be a stronger predictor of interest in a related movie than satisfaction with a movie is for a related TV series.
- What were the main findings?
- Satisfied viewers of a movie tend to engage in positive word-of-mouth communication.. Satisfied viewers of a TV series demonstrate a statistically positive repurchase intention for a related movie.. Satisfied viewers of a movie do not show a direct repurchase intention for a related TV series.. Satisfaction does not automatically translate to repurchase intention across different media formats.
- What research method was used?
- Quantitative research using structural equation modeling..
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2010 journal from International Journal of Contents.
- What should I do differently in my next project?
- When developing a transmedia franchise, prioritize creating highly satisfying experiences for the initial media product, and then actively encourage and track word-of-mouth, especially for transitions where satisfaction is a stronger predictor of subsequent engagement.
- What are the limitations?
- The study's findings might be specific to the particular media transitions analyzed and may not generalize to all forms of transmedia storytelling or different cultural contexts.