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

Cinzia Colapinto and Eleonora Benecchi

Abstract and Applied Analysis, 2014, vol. 2014, issue 1

Abstract: 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.

Date: 2014
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https://doi.org/10.1155/2014/393168

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Persistent link: https://EconPapers.repec.org/RePEc:wly:jnlaaa:v:2014:y:2014:i:1:n:393168

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