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What's new about new media? How multi-channel networks work with content creators

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  • Gardner, Jacob
  • Lehnert, Kevin

Abstract

With the rise and rapid proliferation of digital and online marketing, increased cord-cutting by consumers, and new content being created online, Internet-based advertising is the single fastest-growing ad expenditure category, outstripping TV, radio, and other more traditional media formats. With the rise of new media and the increased content creation, the ability of content creators to manage and guide their brand has become more important than ever. This article investigates one such mechanism for managing the new media phenomenon, the Multi-Channel Network (MCN) model. An MCN is any entity or organization which either partners with content creators or directly produces a variety of distinctive content and works to perform business and marketing functions on the platform in which said content is released. This article investigates the MCN phenomena as it specifically addresses the needs of content creators in the new prosumptive consumer culture that helps inform and create new media content. It highlights strategies for managing and navigating the new media and MCN domain.

Suggested Citation

  • Gardner, Jacob & Lehnert, Kevin, 2016. "What's new about new media? How multi-channel networks work with content creators," Business Horizons, Elsevier, vol. 59(3), pages 293-302.
    • Handle: RePEc:eee:bushor:v:59:y:2016:i:3:p:293-302
    DOI: 10.1016/j.bushor.2016.01.009
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    References listed on IDEAS

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    2. Kim, Suwon, 2018. "Snack-media platform market segmentation based on user heterogeneity: A Q-methodology approach," 22nd ITS Biennial Conference, Seoul 2018. Beyond the boundaries: Challenges for business, policy and society 190357, International Telecommunications Society (ITS).
    3. Ha, Jinkyung, 2024. "Examining the decision journey of platform refugee: Focusing on the case of Korean live-streaming industry," 24th ITS Biennial Conference, Seoul 2024. New bottles for new wine: digital transformation demands new policies and strategies 302475, International Telecommunications Society (ITS).
    4. Yi Li & Liangru Yu, 2020. "Factors Influencing Social Media Users’ Continued Intent to Donate," Sustainability, MDPI, vol. 12(3), pages 1-13, January.
    5. Li, Lei & Zhang, Jiayang & An, Xun, 2023. "Using social media for efficient brand marketing: An evaluation of Chinese Universities using Bilibili," Socio-Economic Planning Sciences, Elsevier, vol. 88(C).
    6. de Regt, Anouk & Barnes, Stuart J. & Plangger, Kirk, 2020. "The virtual reality value chain," Business Horizons, Elsevier, vol. 63(6), pages 737-748.
    7. Jie Xin & Wan Ni & Zhiyuan Yu, 2021. "Research on Ternary Interactive Gatekeeping Model for Multi-Channel Networks (MCNs) in Social Media Era," Sustainability, MDPI, vol. 13(24), pages 1-17, December.

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