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.
Cinzia Colapinto. Eleonora Benecchi. "Dynamics and Motivations of Media Marketing: The Role of Globalization and Empowerment." Abstr. Appl. Anal. 2014 (SI48) 1 - 9, 2014. https://doi.org/10.1155/2014/393168