Engagement with online media

Rachel Davis Mersey, Edward Carl Malthouse, Bobby Calder

Research output: Contribution to journalArticlepeer-review

107 Scopus citations


Engagement has emerged as an important concept for news organizations. Yet lack of agreement within the industry and the academy on the definition of engagement has left news companies vulnerable to the definitions dictated by advertisers, who focus on brand placement not news content. This paper relies on quantitative and qualitative methodologies to define online engagement as a collection of experiences, illustrates that there are actually two important types of engagement (personal and social-interactive engagement) for media companies, and demonstrates their predictive validity by showing both are associated with readership.

Original languageEnglish (US)
Pages (from-to)39-56
Number of pages18
JournalJournal of Media Business Studies
Issue number2
StatePublished - Jan 1 2010


  • Audiences
  • Digital media
  • Engagement
  • Experience
  • Users

ASJC Scopus subject areas

  • Business and International Management
  • Communication
  • Strategy and Management


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