1,720,993 research outputs found
Intercultural Peers’ effect on Social Identity of Social Media Users:A Critical Study of Consumer Socialization Theory
Get PDFThis research investigates the effect of social media peers on the social identity of consumers. The critical perspective of this research is based on the consumer socialization theory research framework. This framework consists of three levels - the global, national and local peers - and their impact on two constructs, namely the global and local social identity. Adopting the ethnographic approach and a complementary phase of interviews, this study explores the influence of social media peers on consumers’ identity and consumption patterns. The findings show that the influence of “consumer socialization of peers” on the social identity of consumers is overestimated. Rather, the main influence comes from peers in the real world. The influence of this real world peer on consumption patterns is much higher than social media peers. Though social media is used for communication of real world peers aimed at consumption
Audience Commodification
Get PDFThis article reports on a research project aimed at developing a business model by changing the value-creation mechanism. The essence of this change is to persuade customers to perform actions in favour of the service provider. Such actions include responding to advertising clips to unlock value. The business model was generated from the concept of audience commodification and is based on the idea of looking at the users as source of a tradeable asset in business-to-business markets. Here, attention and actions are the assets that users pay to access the proposed value. The research includes two phases of surveys and experimentation. In the first phase, the tendency and acceptance level of users towards watching advertisements to unlock value are measured. In the next phase, a platform prototype is developed to test and understand user actions towards receiving value. The sample includes 52 users of different nationalities who were seeking relationships on an online dating platform. Results revealed that users accept advertising and will perform requested actions if they can perceive the delivered value. Practical implications of this research include insights to help move away from the current “view-based” advertising model toward new models of partnership with users in the value-creation process. This research may also stimulate further research into developing sustainable business models based on advertising revenue
Telecommunication Policy:Communication Act Update
Get PDFThis article is a response to the call of the Energy and Commerce Committee for Communications Act Update, and implies that setting a regulation which may prevent the free movement of market players for proposition of new value. As It is almost impossible to understand the future requirements of the market, therefore the emphasis on “Policy” instead of “Regulation” is preferred. While in regulation we need to be precise in details, policy, with scenario planning, can help to set norms such as around competition, infrastructure, content, privacy, security and governance. Such approach keeps the door open for innovation and entrepreneurship in technology
A Perspective on Media Entrepreneurship Policy:Globalization of Knowledge and the Opportunities for Developing Economies
Get PDFThe investments in the acquisition of knowledge present one of the biggest challenges for the developing societies which have no infrastructures and resources to benefit from it. Thus, in many cases, the academic institutes and universities in these societies suffer from the gap between theory and practice. To fill the gap, media entrepreneurship is considered as a practical approach to implement the acquired knowledge to create new products and services, even via imitative innovations and cloning successful business models. Data, which was gathered from samples of the Iranian entrepreneurs brought as supporting evidence to conclude the promotion of media entrepreneurship results in more intelligent filtration in acquiring, distributing, adapting, and generalizing of the existing global knowledge. Therefore, governments in those societies should contribute to the promotion of entrepreneurship, particularly in digital media industry because of its particular potential in value creation. Also, literature about modes of innovation and the way nations benefit from their resources, along with various types of capital, considered for provision of a contingent approach. By developing the model from previously existed frameworks, the present paper provides a contribution in media policy area. The proposed model creates a foundation for further research in the area of media entrepreneurship policy.<br/
A Perspective on Media Entrepreneurship Policy:Globalization of Knowledge and the Opportunities for Developing Economies
Get PDFThe investments in the acquisition of knowledge present one of the biggest challenges for the developing societies which have no infrastructures and resources to benefit from it. Thus, in many cases, the academic institutes and universities in these societies suffer from the gap between theory and practice. To fill the gap, media entrepreneurship is considered as a practical approach to implement the acquired knowledge to create new products and services, even via imitative innovations and cloning successful business models. Data, which was gathered from samples of the Iranian entrepreneurs brought as supporting evidence to conclude the promotion of media entrepreneurship results in more intelligent filtration in acquiring, distributing, adapting, and generalizing of the existing global knowledge. Therefore, governments in those societies should contribute to the promotion of entrepreneurship, particularly in digital media industry because of its particular potential in value creation. Also, literature about modes of innovation and the way nations benefit from their resources, along with various types of capital, considered for provision of a contingent approach. By developing the model from previously existed frameworks, the present paper provides a contribution in media policy area. The proposed model creates a foundation for further research in the area of media entrepreneurship policy.<br/
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