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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...

Artificial intelligence is a transformational technology of the digital age and an increasingly critical business mindset for companies, especially for those in the media sector with a growing arra...

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...

Endorsement marketing has been widely used to generate consumer attention, interest, and purchase behaviors among targeted consumers. However, relatively little systematic research has been...

This study investigates the concept and practice of engagement via media platforms from the perspectives of brands, audience, and media. Under the premise that engagement is a multi-dimensional construct that presents a more complex, qualitative nature different from the traditional, exposure-based quantitative metrics frequently adopted for linear media, this study explores how diverse market sectors and key constituents perceive and apply engagement. In-depth interviews were conducted with 74 subjects from various sectors across 8 countries and textually analyzed using a qualitative data analysis software. Utilizing thematic analysis, the qualitative research addressed the definition, relevancy, and application of audience engagement via media platforms, especially for video content. It was found that promoting engagement is a critical strategy to combat the increasing demand for audience attention. It encompasses all three cognitive–affective–behavioral aspects, but is valued and practiced on a...

This study explored the factors affecting repeat theatrical viewing of movies. Integrating content, social influence, and access/competition variables, the analysis reveals that the drivers of theatrical repeat viewing are different from those for box office performance. For example, the effects of genre, transmedia content, and audience review were significant only for the latter and factors such as movie length, critics’ review, and level of news coverage actually played a negative role in the repeat consumption.

The arrival of the attention economy and audience-centric media market has intensified the need for better consumer insights. At the same time, the conventional, linear approach of understanding th...

Drawing upon the cost–benefit framework and trust mechanism as a risk reducer, this study examines the influence of brand factors and source credibility on branded product information Web searches. The online survey was conducted within the pre-purchase context of digital camera brands. The results revealed that brand factors did not influence overall branded information search efforts. However, brand trust and source credibility appeared to influence the different types of online information sources sought.

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.

This study suggested a total of 7 hypotheses regarding variables affecting viewers' attitudes toward cable network brand extension. The regression analysis showed that 5 of the 7 hypotheses were accepted. Specifically, parent brand attitude, brand portfolio quality variance, the number perception of sub-brands, perceived fit, and innovativeness were found to significantly affect brand extension attitudes while parent brand familiarity and channel repertoire were shown not to be significant. Also, gender and income were found to affect brand extension attitude.

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.

The United States is by far the leading exporter of video media goods in the world. It is also the biggest investor in theatrical films, spending over $63 million per theatrical production and leading the world in box-office receipts. This article investigates the host country factors that have influenced the export of U.S.-based video media products, including film and television programs. It was found that economic environment, geographical proximity, technological infrastructure, and market size influenced the purchase of motion pictures and video programming from the United States. In addition, countries with better economic environments, implementation of intellectual property rights, political rights, larger market size and cultural differences, and language similarity seemed to import more heavily broadcasting content products from the United States.

To assess the strategy adopted by the mobile virtual network operators (MVNOs) and the factors that affect the development of this mobile market, this study analyzes the MNVO sector from 2 perspectives: the exogenous factors including the consumer, industry, regulation, and technology characteristics; and the generic strategies that have been adopted by successful MVNOs in various Organization for Economic Cooperation and Development markets. Although cost leadership was found to be most prevalent initially, as the mobile market begins to be infused by high-capacity networks and value-added services, MVNOs are more inclined to apply multiple generic strategies and non-price competition. The strategies of differentiation and focus are practiced in addition to, not in place of, the cost leadership strategy. This study also found that countries with higher third-generation (3G) license fees tend to have higher levels of MVNO development, suggesting that the economic pressure created by the high 3G license fee might contribute to the deployment of MVNOs in a country. ACCESS TO FULL TEXT

Adopting the construct of “brand personality,” this article examines the news brands of Cable News Network, Fox News Channel, MSNBC, CBS news, NBC news, and ABC news; investigates the factors influencing their brand images; and assesses the consequences of these brand perceptions. Using the news brand personality dimensions of competence, timeliness, and dynamism, it was found that antecedents such as an audience's attitude toward an affiliated television network, perceived importance of anchors, and use of television as a news source help shape the brand personality of a network news product. The perceived brand personality of a news outlet, especially along the dimension of competence, also contributes to an audience's attitude, usage, and loyalty of the news brand. ACCESS TO FULL TEXT

Adopting the construct of “brand personality,” this article examines the perceived differences among various television news brands, investigates the distinction between cable and broadcast news brands, and explores the applicability of brand personality in this market. CNN was found to possess the most distinct, positive personality, whereas CBS news had the least differentiated brand personality. Fox News was seen as the most dynamic and conservative. Overall, broadcast network news was perceived to be more traditional and liberal than cable network news. Three modified dimensions—competence, timeliness, and dynamism—were found to represent the personality facets of the television news product. ACCESS TO FULL TEXT

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.

Next to television sets and computer monitors, today's mobile telephones offer a “third screen ”that delivers information, entertainment, communication, and even transactional services to a growingly mobile society. In this study, the author examined the state of the mobile phone industry and assessed the strategies that established media firms have adopted in exploring this emerging platform. It was found that media conglomerates with strong brands have an advantage in this emerging content market. ACCESS TO FULL TEXT

This study explores the programming relationship between vertically integrated station groups and their affiliated syndicators in the context of two frameworks associated with the advantages of vertical integration: the transaction cost and vertical foreclosure theories. The programming sources for various stations that are vertically integrated with syndicators were assessed. The results indicated that leading television station groups had purchased relatively more products from their vertically integrated syndicators. The pattern of internal transfer through vertical integration was especially apparent in the acquisition of newer first-run products that are associated with uncertain quality and less audience information. The findings generally support the transaction cost theoretical perspective. However, the data did not paint a picture of market foreclosure in this industry.

This study empirically investigates how the dimensions of organization–public relationships, i.e. trust, control mutuality, commitment, and satisfaction, are related to brand attitude formation. In order to establish a benchmark for analysis, it also compares the effects of organization–public relationships on brand attitude to those of product‐related attribute beliefs. The results of a survey conducted using a branded laptop computer product showed that, while both organization–public relationships and product‐related attributes were significantly related to attitude towards the brand, among the dimensions of organization–public relationships only ‘satisfaction’ was a significant predictor of brand attitude. In addition, the explanatory power of organization–public relationships was found to be weaker than that of product‐related attribute beliefs in predicting brand attitudes.

This study examines the impact of media firms' diversification on their financial performance based on the product and geographical diversification activities and performance of the top 26 media firms from 1991 to 2002. The empirical results generally indicate that related product and international diversification contributes to better financial performance. However, excessive diversification, which leads to a high degree of unrelated diversification, might decrease performance. There also appears to be a hurdle level for diversification, prior to which expanding businesses in product and international markets may need considerable investment and produce negative cash flow. Beyond that threshold, dual diversification significantly contributes to increases in cash flow.

This article reports a national study of Internet users' usage of cable television Web site features to illustrate the dynamics of cross-media use in electronic media and explore the role of cable television network Web sites in network branding and viewership. Our findings indicate that younger Internet users are much more likely to use television Web sites than older Internet users. Despite the low use of the enhanced features of television Web sites, the increase in the number of Web site feature usage positively predicts viewer loyalty, subscriber loyalty, and to a lesser extent, new subscriber attraction for cable networks.

This study explores the Web content of the Internet-based radio stations and the terrestrial radio stations streaming online. It also compares the different strategies adopted by these two groups of Internet radio stations as reflected by their online contents. The websites of 176 stations were analyzed to examine two broad interactive dimensions-audience-oriented and source- oriented-and six strategic patterns (2) virtual information space, (2) virtual promotion space, (3) virtual distribution space, (4) virtual communication space, (5) virtual sponsorship space, and (6) virtual transaction space. The findings indicate that the online presence of information, promotion, and communication was highly visible for both the terrestrial and Internet-based radio stations. However, the terrestrial and Internet-based radio stations had very different means of structuring these functions online. Strategically, the terrestrial radio stations have acted more as information providers, while the Internet-based station...

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.

This study examines the Internet business strategy as it applies in the broadcast television industry by proposing a framework of Internet business models for the television broadcasters and, drawing on this framework, assessing the broadcasters' current Internet operation patterns. We found that the television stations have focused their online activities on building audience relationships, rather than generating online ad sales. The Internet is used mostly as a "support" to complement the stations' offline core products.

This article reviews the diversification patterns of the leading global media conglomerates and proposes an analytical framework for examining the factors that influence these strategic choices. Using a case study approach, we analyzed the top 7 global media conglomerates' product and international (geographic) diversification strategies. Combining both the industrial economics and resource-based view of strategic management, we further devise a system of determinants that might affect the extent, direction, and mode of diversification for global media conglomerates.

This paper compared the strategic differences between telcos and cable television firms in the United States based on a proposed strategic architecture that depicts the roles of various channel members and the interrelationships between them in the emerging broadband television industry. We found that mergers and acquisitions (M&As) were practiced more frequently than other types of alliances and cable was a more attractive target as well as an active acquirer in M&A alliances. Also, i°relatednessi± appeared to be a more important M&A strategy for the cable firms as the telcos focused on a resource alignment strategy, allying with firms in the information services and software sectors.

The emerging broadband environment is pushing forward a new phase of development for the television medium. Just as the introduction of cable television added the multichannel, narrow-casting capability to broadcast television, the arrival of the Internet and the broadband infrastructure brought more enhanced functions such as interactivity and personalization to cable television. This article introduces a strategic architecture that depicts the roles of various channel members and the interrelationships between them in the emerging broadband television industry by incorporating the concepts of value chain and complementary convergence. Contrary to the belief that the broadband industry would present a truly converged system in which firms from the multichannel television and telephone sectors compete in one another's market with bundled services, this article anticipates a broadband market that continues to offer telecommunications and video programming products under two separate interfacing devices and...

This study applied a resource-based view (RBV) strategy framework to analyze the major broadcast television networks' alliances with Internet firms in the United States from 1998 to 2001 in the context of the convergence between the Internet and television. The findings show that the television networks primarily contributed property-based resources, while the Internet firms largely contributed knowledge-based resources to the alliances. The findings also indicate that the broadcast networks' alliance structural preferences were influenced by the resources they contributed to and what they desired to access through the alliances. The networks used their property-based resources as a basis to form Internet alliances, and in return they obtained access to Internet firms' knowledge-based resources that are essential in creating an Internet presence for the broadcasters. ACCESS TO FULL TEXT

(2002). Branding and Internet Marketing in the Age of Digital Media. Journal of Broadcasting & Electronic Media: Vol. 46, No. 4, pp. 641-645.

Enhanced TV is the use of Internet features for enhancing the viewing experience of TV viewers. This paper reports the results of a national study of US Internet users' usage of enhanced TV features on cable network websites. The study shows some positive effects of enhanced TV features on the ecommerce interest in the cable network websites. Respondents who use more enhanced TV features reported a higher urge to buy something featured on the site. Some enhanced TV features have stronger effects in predicting consumers' urge to buy something featured on the site. Nonetheless, consumers' overall use of enhanced TV features and interest in e-commerce on cable networks' websites are low. Few had experience in purchasing TV merchandise items. Interests in product types in ecommerce differ by Internet user types. Those who are currently browsing products online but shopping offline show the highest interest in e-commerce on cable TV networks' websites than other Internet user types. Surprisingly, experienced o...

This study applied a strategic management theory-strategic groups-to assess the strategic patterns of multichannel video programmers and the relation between group membership and performance. Seven...

This research assessed the perceptions of branding and branding practices among general managers of commercial television stations. The study concluded that general managers perceived branding to be an "important tactical management function" with branding applications in areas most related to news and promotion. In addition, the managers' commitment to brand research was linked to their understanding and positive perceptions of branding. Market sizes and news leadership were also related to perceived branding practices.

(2001). Enhanced TV as brand extension: TV viewers' perception of enhanced TV features and TV commerce on broadcast networks' web sites. International Journal on Media Management: Vol. 3, No. 4, pp. 202-213.

(2001). Strategizing the net business: How the U.S. television networks diversify, brand, and compete in the age of the internet. International Journal on Media Management: Vol. 3, No. 4, pp. 213-225.

Convergence through mergers and acquisitions seems to provide the best opportunity for companies to accelerate the implementation of new technologies and at the same time capture a developed customer base. This article addresses the following research questions: (a) What is the pattern of mergers and acquisitions in the broadcasting, cable TV, and telephone industries after the 1996 ownership deregulation? (b) What are the initial merger and acquisition strategies for broadcasting, cable TV, and telephone companies on the way to convergence? (c) Is the convergence being carried out by internal (within industry) mergers and acquisitions or cross-segment integrated strategic alliances?

This article explores a multichannel media competition theory. The proposed model applies the monopolistic competition industrial economics theory to analyze competition at the industry level, and simultaneously uses the oligopoly theory to study competition at the group level. Firms in the multichannel media industry are divided into different strategic groups based on the major strategic dimensions for group analysis. The theoretical relationship between strategic group configuration and group-industry market performance also is examined.

(2005). Response to 'Diversification Strategy of Global Media Conglomerates: A Comment' Journal of Media Economics: Vol. 18, No. 2, pp. 105-107.

This article reviews the recent mergers among multiple-system operators (MSOs), investigates their impact on market concentration, and examines cable multiple ownership rules as well as antitrust applications. The implication of telephone company (telco) entry is then discussed. It was concluded that the exhibition stage of the cable industry is currently moderately concentrated but has reached its highest degree in 20 years. The wave of mergers shifted from the high profile telco-MSO strategic alliances to the major MSOs' consolidations aimed at building efficient market clusters. The trend of market concentration is expected to continue given the current economic and regulatory climate.

This study examines the degree of competition among the programming distributors for commercial children's television. Analyses of market concentration and conduct indicate that this market is on the verge of becoming highly concentrated. Major players such as Fox and Buena Vista Television supply American children almost half of the programming they watch through commercial broadcast television. The finding also suggests a critical combination of network‐syndication ownership as an important strategy for gaining market control.

In one of its initiatives to reconstruct a more appropriate regulatory environment for today's media industries, the FCC liberalized the radio duopoly ownership rules in 1992. The new rules allow radio operators to own more than one AM and FM station in a market. This article examines the economic implications of the revised duopoly rules. The benefits of duopolies to media owners and the merger activities after the implementation of the rules were analyzed. The study then explored the economic impact of duopolies on the radio industry. It was concluded that the overall economic effect of duopolies is positive.

The author explores how the structure of the national television programming market has changed during the past decade and finds that the market has become highly concentrated and is increasingly being dominated by foreign owners. The author argues that the trends provide support for relaxation of prohibitions on television networks’ participation in syndication

Inspired by recent trends in political reform and the country’s healthy economic growth, the Taiwanese are currently searching for a more diverse and richer media environment. Since the government legalized the purchase of small roof-top television receive-only satellite dishes, the Taiwanese have been installing these so-called ‘little ears’ in droves during the past two years. This paper examines the phenomenon, analyzes the cause of the device’s popularity and evaluates its impact on the island’s television media industries.

The arrival of the Internet has changed the rules of competition in many industry sectors. In the realm of media markets, the Internet’s bona fide role as the newest mass medium and its unique characteristics of interactivity and personalization present tremendous challenges as well as potentials in the formulation of innovative business models, both from the existing media incumbents who wish to compete with and to leverage the Internet’s popularity and from the new online ventures that attempt to take a bigger share of the revenue pie from media advertisers and consumers. An important body of literature has emerged to address the changes and values that the Internet brought to a conventional marketplace. Many media scholars have begun to study the factors that might impact a firm’s Internet strategy and proposed a range of Internet business models. Most literature suggests that the Internet has improved the effectiveness and efficiency of coordination in the value chain, become a source of competitive advantage by providing companies with new ways to outperform their competitors, encouraged direct interaction between producers and consumers, allowed businesses to access global markets, developed better business intelligence, and enhanced customer communication and service. Additionally, the Internet provides a tremendous opportunity for the Web retailing of digital multimedia goods. It is evident that different media sectors and firms have approached the Internet with various emphases and intensities. Literatures suggest that these differences might be due to the nature of the product or service and its target market, the degree of organizational competency in integrating the existing business with the Internet, the degree of changes required from the organization to adopt the Internet, a firm’s dependency on the Internet for revenue, and the size and age of an organization. As the Internet increases its presence in average households, all traditional media have, in their own ways, embraced the Internet. Nevertheless, even as many Internet ventures are being launched by media firms, many are being scaled down or eliminated because of the lack of evident benefits and resources. The development of an appropriate business model is especially critical, as well as intricate, as the Internet offers an alternative distribution channel for traditional media’s products and strengthens the existing media’s position with their readers and audiences and at the same time competes with the traditional media for consumer attention and resources. This issue of the International Journal on Media Management (IJMM) addresses the very topic of Internet business models from the perspective of the traditional media sectors. The 11 theme articles tackle the issues of online content delivery business models, the relation between online and offline media products, the Internet’s impact on a media value chain, online marketing of music products, Internet content strategies, and comparative studies of Web content and strategies in different countries. From theoretical discussions to empirical investigations, the authors successfully examine the traditional media incumbents’ efforts in developing business strategies that leverage their online competencies and suggest the factors that might play a role in this process. Specifically, to provide a structured method of comparing business models between firms within or between industries with a goal of identifying key profit drivers, Fetscherin and Knolmayer propose five components that any business model for content delivery should include. Using the print industry as an example, they find that the most important key profit driver is still the product, followed by revenue and price. Also using the print media sector in their exploratory case study, Schulze, Hess, and Eggers analyze how the Internet affects publishers’ content utilization practices. The authors find that although the Internet has various degrees of impact on the composition of publishers’ content utilization chains, it has not delivered extra revenues. In fact, the Internet-based content utilization windows have not been adequately explored and are relatively dependent on their relations

This study explores the large horizontal mergers in the cable industry that have catapulted some large multiple system operators toward substantial market power in the exhibition stage of the industry without much response from antitrust authorities. It reviews the mergers and analyzes the antitrust implications for the industry.