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

Author

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  • 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, John Wiley & Sons, vol. 2014(1).
    • Handle: RePEc:wly:jnlaaa:v:2014:y:2014:i:1:n:393168
    DOI: 10.1155/2014/393168
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    References listed on IDEAS

    as
    1. Colapinto, Cinzia & Sartori, Elena & Tolotti, Marco, 2014. "Awareness, persuasion, and adoption: Enriching the Bass model," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 395(C), pages 1-10.
    2. La Torre, Davide & Marsiglio, Simone, 2010. "Endogenous technological progress in a multi-sector growth model," Economic Modelling, Elsevier, vol. 27(5), pages 1017-1028, September.
    3. Weber, Thomas A., 2011. "Optimal Control Theory with Applications in Economics," MIT Press Books, The MIT Press, edition 1, volume 1, number 0262015730, December.
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