Online Branding in Newspapers: A Conceptual Model

Online media branding strategies is growing at a very fast pace and is increasingly adopted not only by pure players companies but also by traditional firms. In the digital newspapers sector, online news are becoming the most required services from Internet users and their sites are among the most visited on the web. Researches on online branding of newspapers seem incomplete and there is still a lack of investigations and studies about newspapers e-brands aspects (exp: content, interactivity, web site attributes...). Our aim is to develop a conceptual model allowing a better understanding of the newspapers e-brands aspects and their relations with levels of substitutability and reader motivations.