Dynamics and Motivations of Media Marketing: The Role of Globalization and Empowerment

Audience fragmentation, convergence, and technology development have changed consumption patterns and brand communication. Media companies should consider TV series and movies as brands to be exploiting at national/international level. Using a dynamic diffusion model, we analyze the evolution of pop...

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Bibliographic Details
Published in:Abstract and Applied Analysis 2014-01, Vol.2014 (2014), p.523-531-564
Main Authors: Colapinto, Cinzia, Benecchi, Eleonora
Format: Article
Language:English
Subjects:
Analysis
Behavior
Decision-making
Direct marketing
Globalization
Internet
Marketing
Mass media industry
Methods
Power
Profits
Social networks
Studies
Success
Television programs
Viral marketing
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Summary:Audience fragmentation, convergence, and technology development have changed consumption patterns and brand communication. Media companies should consider TV series and movies as brands to be exploiting at national/international level. Using a dynamic diffusion model, we analyze the evolution of popularity in a specific country under different hypotheses. Then we propose an optimal decision model which describes the decision maker’s point of view in a two-sided market.
ISSN:1085-3375
1687-0409
DOI:10.1155/2014/393168