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

被引：0
|
作者：
Colapinto, Cinzia [1 ]
Benecchi, Eleonora [2 ]
机构：
[1] Ca Foscari Univ Venice, Dept Management, I-30121 Venice, Italy
[2] Univ Svizzera Italiana, Inst Media & Journalism, CH-6900 Lugano, Switzerland
来源：
ABSTRACT AND APPLIED ANALYSIS | 2014年
关键词：
INVERSE PROBLEMS; COLLAGE METHOD;
D O I：
10.1155/2014/393168
中图分类号：
O29 [应用数学];
学科分类号：
070104 ;
摘要：
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.
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页数：9
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