Dynamics and motivations of media marketing: the role of globalization and empowerment (Q1724016)

Summary: 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.