Formalpress
Libro ebook Consuption and brandig value networks in new media market, Steve Wildman, Zvezdan Vukanovic, Jean Baptist Lesourd
Publisher: Formalpress
Collection: Comunicação
Categories: Cultural studies
Categories: Media studies
Language: Inglés
Price in paper
: 30 (30)
ISBN: 9789897291432
Guaranteed Delivery to any country of the world within a maximum of 48-72 hours.
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Synopsis of Consuption and brandig value networks in new media market

Written by leading international scholars, the book addresses the increasingly global, networked, and unpredictable nature of the media industry as well as the growing complexities of media work. In its e ort to combine business and creativity, the media industry has traditionally been faced with unique opportunities, and also challenges, increased by the short-lived nature of its products and services. e media industry is currently being reshaped by the sudden rise of digital technologies and web applications. e book evaluates the importance and the role of innovation within the media industry and helps identify and evaluate the drivers of innovation. e monograph covers such emerging areas as the personalization, digital convergence, disruptive technology, and multimedia journalism. Using contemporary and exhaustive literature and case studies examples from global media companies, this thoroughly researched volume contains a wealth of information and features numerous international examples and statistics including useful charts and tables, that e ectively illustrate key points and make the book truly global in scope as well as important for both those who work in and study media industries.

Table of Contents of Consuption and brandig value networks in new media market

C o n t e n t s List Of Contributors....................................................................................................13 Introduction.................................................................................................................17 PART I Demand and Consumption Patterns of Smartphone, Movies and News Media Chapter 1 Marcel Garz and Armin Rott, Sales and Volatility: Explaining Short-Term Demand for News Magazines ........................................25 Chapter 2 Aldo Van Weezel and Cristobal Benavides, Engaging Readers: A Study of Magazine Advertising Effectiveness in the Chilean Media Market......47 PART II Branding, Engagement Scale and Consumpton Patterns of Televison and Movie Market Chapter 3 Kati Föster and Ulrike Zeilinger, Profiling TV Brands: Managing TV Brand Personality Along Self Concepts.......................................67 Chapter 4 Miao Guo and Sylvia M. Chan-Olmsted, The Consumption of Television Programming in a Social Media Context: Development and Validation of the Social Engagement Scale..................................................................................93 Chapter 5 Sora Park, Changing patterns of foreign movie imports and consumption in Australia............................................................................125 PART III Branding and Consumption Value Networks of Internet and Smartphone Media Chapter 6 Steven S. Wildman, Sang Yup Lee, and Sonya Yan Song, How to Make Money By Giving Away Content You Get For Free.......................................................147 Zvezdan -1ºVolume.indd 9 01/12/15 05:37 Zvezdan Vukanovic / Jean Baptiste Lesourd / Steven Wildman 10 Chapter 7 Yan Yang, Who is pulling the Strings behind the Scenes? Evaluating Online Audiences: Identifying Predictors of Audience s Use of Interactive Features on Internet Video Websites.................................................163 Chapter 8 Zvezdan Vukanovic, Managing User-Centric Business Models in Social Media Value Networks........................................................................195 Chapter 9 Nikos Smyrnaios, How does news infomediation operate online? The examples of Google and Facebook............................................................223 Chapter 10 Carolyn Michelle, Charles H. Davis and Florin Vladica, Understanding Variation in Audience Engagement and Response: An Application of the Composite Model to Receptions of Avatar.........................................................................245 Chapter 11 Georgios Halkias and Flora Kokkinaki, Evaluative Responses to Ad Brand Incongruity: The Moderating Effect of Processing Opportunity............281 Chapter 12 Hyunsang Son and Sylvia M. Chan-Olmsted, Factors Affecting Consumers Adoption of Twitter.......................................................................295 Chapter 13 Evgenia Matsangou, Anastasia Konstantopoulou and Polyxeni (Jenny) Palla, An Explanatory Theory of Internet Dependency Relations for predicting Online Consumers Behaviour in online activities............................................327 Chapter 14 Sonya Yan Song and Steven S. Wildman, YouTube as an Evolving Multi-Sided Platform.......................................................................................355 Chapter 15 Polyxeni (Jenny) Palla, Rodoula Tsiotsiou and Yorgos Zotos, Is Website Interactivity Beneficial for low involvement products? ....................................371 Chapter 16 Mengchieh Jacie Yang, Smartphones as A Viable News Medium: An Analysis of Consumption and Competition......................................................................387 Zvezdan -1ºVolume.indd 10 01/12/15 05:37 Consumption and Branding Value Networks in New Media Markets 11 Chapter 17 Francisco Pérez-Latre, Social Media: Managerial Opportunities and Challenges........................................................409 Chapter 18 Marianna Blinova, The Influence of Digitization on the Transformation of Advertising in Russian Media..........................................................................423

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