Dynamics and motivations of media marketing: The role of globalization and empowerment

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. © 2014 Cinzia Colapinto and Eleonora Benecchi.