IDEAS home Printed from https://ideas.repec.org/a/hin/jnlaaa/393168.html
   My bibliography  Save this article

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

Author

Listed:
  • Cinzia Colapinto
  • Eleonora Benecchi

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.

Suggested Citation

  • Cinzia Colapinto & Eleonora Benecchi, 2014. "Dynamics and Motivations of Media Marketing: The Role of Globalization and Empowerment," Abstract and Applied Analysis, Hindawi, vol. 2014, pages 1-9, June.
    • Handle: RePEc:hin:jnlaaa:393168
    DOI: 10.1155/2014/393168
    as

    Download full text from publisher

    File URL: http://downloads.hindawi.com/journals/AAA/2014/393168.pdf
    Download Restriction: no
    File URL: http://downloads.hindawi.com/journals/AAA/2014/393168.xml
    Download Restriction: no
    File URL: https://libkey.io/10.1155/2014/393168?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hin:jnlaaa:393168. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Mohamed Abdelhakeem (email available below). General contact details of provider: https://www.hindawi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.