Dynamics and Motivations of Media Marketing: The Role of Globalization and Empowerment. (3rd June 2014)

• Record Type: Journal Article
• Authors: Colapinto, Cinzia; Benecchi, Eleonora
• Other Names: Marsiglio Simone Academic Editor.
• Is Part Of: Abstract and applied analysis. Volume 2014(2014)
• Publication Date: 2014-06-03
• Subjects: Mathematical analysis -- Periodicals; Mathematical analysis; Applied Mathematics; Mathematical Analysis; Periodicals; 515.05
• DOI: 10.1155/2014/393168
• Languages: English
• ISSNs: 1085-3375

Abstract

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.