Uncovering Drivers of Customer/Audience Engagement and Media Trust on Mainstream Media

Abstract

Mainstream media delivers social, economic, and political news that influences consumers/audience’ attitudes and national development. However, recent statistics show that the average consumers/audience engagement with mainstream media is declining. In addition, mainstream media have been accused of biased reporting and overly aligned with political agendas, instilling widespread skepticism in their integrity and journalistic independence. Therefore, understanding consumers’ motivations to continue using mainstream media can help media companies and broadcasters provide better service to encourage consumers’ media consumption, which will improve its financial income generation. This study aims to uncover factors that influence customer engagement and media trust towards mainstream media in Malaysia. Data were gathered from 306 respondents. The questionnaires were distributed through the Internet, social media platforms, Telegram and Whatsapp messaging applications. The findings indicate that functional values, emotional values, information, journalists, and customer engagement explain news media trust. The findings provide a better understanding of customer engagement to media companies and help them improve customer engagement and trust towards mainstream news media.