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This study examines the development of video streaming industry in Egypt, a country characterised by a large segment of young consumers and active online media users in the Arab region. Interesting...

As content marketing becomes a viable approach to build brands and connect with consumers, this study assessed top brands’ content marketing strategy on branded YouTube channels via content analysi...

The rise of influencer marketing makes YouTube an ideal media platform to implement such marketing strategies. Many scholars consider the success of YouTube influencer marketing as a result of high...

This study surveys the practice of triple-play strategy and examines the roles of industry environment and firm resources in influencing the adoption of bundling strategies. It was found that both cable multiple system operators (MSOs) and telcos engage in “mixed product bundling.” The nature of the core product seems to impact how the firms market their bundled products. There appears to be a relationship between a more “focused” portfolio and success in venturing outside of the core product area.

Mobile advertising has become a new form of marketingcommunications in recent years as mobile phones became ubiquitous in many countries. While the consumer aspect of mobile advertising has attracted much attention, few studies have touched on the business aspect of this new advertising medium. The present paper explores the status and trends of mobile advertising through in-depth personalinterviews with the advertising practitioners in one of the leading mobileeconomies in the world, South Korea. Specifically, it addresses the current practices of mobile advertising, the business structure of mobile advertising market, and how mobile advertising is evaluated by practitioners.

Subscribing to the resource-based view (RBV) framework of analyzing strategy and employing a case study approach, this study investigates the most critical sectors for the U.S.-based TNMCS in a global media marketplace and discusses how their resources were aligned with their local counterparts’ resources in the marketing of video-related products. The alliances involving Time Warner, News Corporation, Disney, Viacom, and NBC Universal were examined. Cross-case analysis identified six alliance patterns, including the importance of content-distribution resource alignment, the acquisition of local knowledge resources, the strategic alliances between TNMCs, the decrease of equity-based alliances, the growing interest in emerging markets and the complementary role of property and knowledge resources in entering such markets, and the necessity of uniting resources that enable the “glocalization” of video-related products.

To assess the new landscape of the broadcast television network market amidst the growth of the Internet, the arrival of digital television, and many other technological and regulatory changes, we applied a resource-based framework of strategic management to review the characteristics of the television market as evidenced by the networks’ property- and knowledge-based resources. We examined the resources that became more prevalent as the competitive dynamics increased the level of uncertainty in this market and investigated the types of resources that might lead to superior performance. We conducted a case study to assess the resources of NBC, CBS, ABC, Fox, UPN and WB in four different time periods.