The New Digital Media Value Network: Proposing an Interactive Model of Digital Media Value Activities

Article Sidebar

PDF Sin título
Published: 01-07-2016
Accepted: 02-06-2016
DOI: https://doi.org/10.7195/ri14.v14i2.986
Keywords:
brand equity, digital media, media management, value activities, value network
Supporting Agencies
University of Florida
Dimensions

Main Article Content

Sylvia Chan-Olmsted
(US)
University of Florida, College of Journalism and Communications
Ronen Shay
(US)
Visiting Assistant Professor of Media and Communication at St. John Fisher College

Abstract

This study models the dynamic nature of today’s media markets using the framework of value-adding activities in the provision and consumption of media products. The proposed user-centric approach introduces the notion that the actions of external users, social media, and interfaces affect the internal value activities of media firms via a feedback loop, and therefore should themselves be considered value activities. The model also suggests a more comprehensive list of indicators for value assessment.

Downloads

Download data is not yet available.

Article Details

Issue

Vol. 14 No. 2 (2016): Digital Economy and its impact in the Media

Section

Monograph

Author Biographies

Sylvia Chan-Olmsted, University of Florida, College of Journalism and Communications

Sylvia Chan-Olmsted teaches brand management, consumer and audience analytics, media research, and media management at both graduate and undergraduate level. Her research expertise includes digital/mobile media consumption, branding, and strategic competition in emerging media/communications industries. Her current studies involve the development and marketing of mobile media content, cross-platform media strategy and audience behavior, mobile apps usage, and branding via social/mobile media, especially in the context of young adult consumers.

Ronen Shay, Visiting Assistant Professor of Media and Communication at St. John Fisher College

Dr. Ronen Shay is a Visiting Assistant Professor of Media and Communication at St. John Fisher College. He completed his Ph.D. studies in Mass Communication at the University of Florida, under the supervision of Dr. Sylvia Chan-Olmsted. His current research is focused on contemporary challenges in the field of media management and includes papers written on: windowed distribution strategies for substitutive television content, audience perspectives on the perceived quality of pure play distribution, factors affecting tablet adoption, the relationship between social media metrics and brand equity, and factors affecting cable television churn.

How to Cite

Chan-Olmsted, S., & Shay, R. (2016). The New Digital Media Value Network: Proposing an Interactive Model of Digital Media Value Activities. Journal ICONO 14, 14(2), 46-74. https://doi.org/10.7195/ri14.v14i2.986

References

Aaker, D. A., & Keller, K. L. (1990). Consumer Evaluations of Brand Extensions. Journal of Marketing, 54(1), 27-41.

Amit, R., & Zott, C. (2001). Value creation in e-business. Strategic Management Journal, 22(6/7), 493-520.

Anderson, C. (2006). The Long Tail: Why the Future of Business is Selling Less of More. New York, NY: Hyperion.

Benkler, Y. (2000). From Consumers to User: Shifting the Deeper Structures of Regulation Toward Sustainable Common and User Access. Federal Communications Law Journal, 52, 561-579.

Bolter, D. J., & Grusin, R. (2000). Remediation: Understanding New Media. Cambridge, MA: The MIT Press.

Bruns, A. (2008). Blogs, Wikipedia, Second-Life, and Beyond: From Production to Produsage. New York, NY: Peter Lang Publishing.

Burke, L., & Logsdon, J. M. (1996). How Corporate Social Responsibility Pays Off. Long Range Planning, 29(4), 495-502.

Chesbrough, H. (2005). Open Innovation: The New Impreative for Creating and Profiting from Technology. Boston, MA: Harvard Business School Publishing.

Corbitt, B.J. (2000). Developing Interorganizational Electronic Commerce Strategy: An Ethnographic Study. Journal of Information Technology, 15 (2), 119-130.

d'Astous, A., & Touil, N. (1999). Consumer Evaluations of Movies on the Basis of Critics’ Judgments. Psychology & Marketing, 16 (8), 677-694.

Duggan, M., & Rainie, L. (2012). Cell Phone Activities 2012. Pew Research Center. Retrieved from http://www.pewinternet.org/files/old-media/Files/Reports/2012/PIP_CellActivities_11.25.pdf

Evans, D.M., & Smith, A. (2004). Augmenting the Value Chain: Identifying Competitive Advantage via the Internet. Journal of Information Technology Theory and Application, 6(1), 61-78.

Gilder, G. (1994). Life After Television. New York, NY: W.W. Norton & Company.

Gupta, S., Jain, D. C., & Sawhney, M. S. (1999). Modeling the Evolution of Markets with Indirect Network Externalities: An Application to Digital Television. Marketing Science, 18(3), 396-416.

Ha, L., & Ganahl, R. (2004). Webcasting Business Models of Clicks-and-Bricks and Pure-Play Media: A Comparative Study of Leading Webcasters in South Korea and the United States. The International Journal on Media Management, 6(1/2), 74-87.

Hienerth, C., Lettl, C., & Keinz, P. (2014). Synergies among Producer Firms, Lead Users, and User Communities: The Case of the LEGO Producer–User Ecosystem. Journal of Product Innovation Management, 31, 848–866.

Hoeffler, S., & Keller, K. L. (2003). The Marketing Advantages of Strong Brands. Brand Management, 10, 421-445.

Jenkins, H. (2006). Convergence Culture: Where Old and New Media Collide. New York, NY: NYU Press.

Keller, K. L. (2008). Building, Measuring, and Managing Brand Equity. Oakland, CA: Pearson Education.

Latour, B. (2005). Reassembling the Social. New York, NY: Oxford University Press.

Lessig, L. (2002). The Architecture of Innovation. Duke Law Journal, 51, 177-191.

Lin, C. A., & Atkin, D. J. (2002). Communication Technology and Society: Audience Adoption and Uses. Ann Arbor, MI: Hampton Press.

McLuhan, M. (1964). Understanding Media: The Extensions of Man. Cambridge, MA: McGraw-Hill.

Motameni, R., & Shahrokhi, M. (1998). Brand Equity Valuation: A Global Perspective. Journal of Product & Brand Management. 7(4), 275-290.

Mudambi, S. M., & Schuff, D. (2010). What Makes a Helpful Online Review? A Study of Customer Reviews on Amazon.com. MIS Quarterly 34(1), 185-200.

Mumel, D., Hocevar, N., & Snoj, B. (2007). How Marketing Communications Correlates With Business Performance. Journal of Applied Business Research 23(2), 83-92.

NBC Olympics’ Social Media Partnerships Contribute to Record Viewership & Digital Traffic. (2012). NBC. Retrieved from http://nbcsportsgrouppressbox.com/2012/08/15/nbc-olympics-social-media-partnerships-contribute-to-record-viewership-digital-traffic/

Netflix - Watch Movies Instantly. (2012). Netflix. Retrieved from http://www.netflix.com

Nielsen Social. (2015). Nielsen. Retrieved from http://www.nielsensocial.com/nielsentwittertvratings/weekly/

Otubanjo, O. (2010). Is Corporate Branding a Strategic Resource that Drives Competitive Advantage? Insights from the Resource Based View (RBV) of the Firm. SSRN Electronic Journal, July.

Pandora - Listen to Pandora on Your Mobile Device. (2012). Pandora. Retrieved from http://www.pandora.com/everywhere/mobile

Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers. Journal of Marketing, 74 (6), 1-17.

Postman, N. (1985). Amusing Ourselves to Death. London, England: Penguin Books.

Porter, M. E. (1998). Competitive Advantage: Creating and Sustaining Superior Performance. New York, NY: Free Press.

Porter, M. E., & Millar, V. E. (1985). How Information Gives You Competitive Advantage. Harvard Business Review, 63(4), 149-160.

Reinhard, C. (2010). 10 Killer Tips for Creating a Branded YouTube Channel. Mashable. Retrieved from http://mashable.com/2010/04/26/branded-youtube-channel/

Reinstein, D. A., & Snyder, C. M. (2005). The Influence of Expert Reviews on Consumer Demand for Experience Goods: A Case Study of Movie Critics. Journal of Industrial Economics, 53(1), 27-51.

Seetharaman, A., Nadzir, Z., & Gunalan, S. (2001). A Conceptual Study on Brand Valuation. Journal of Product & Brand Management, 10(4), 243-256.

Sharma, R. S., & Pandey, T. (2011). The Impact of Electronic Word-of –Mouth in the Distribution of Digital Good. Webology. 8(1). Retrieved from http://www.webology.org/2011/v8n1/a84.html

Sheth, J.N., Newman, B.I., & Gross, B.L. (1991). Why we buy what we buy: A Theory of Consumption Values. Journal of Business Research, 22(2), 159-170.

Shirky, C. (2012). Ontology is Overrated. Clay Shirky’s Writings about the Internet. Retrieved from http://shirky.com/writings/ontology_overrated.html

Smith, T., & Basu, K. (2002). A view from the top: The impact of market share dominance on competitive position. Journal of Brand Management, 10(1), 19-32.

Stabell, C.B., & Fjeldstad, O.D. (1998). Configuring Value for Competitive Advantage: On Chains, Shops, and Networks. Strategic Management Journal, 19(5), 413-437.

Tapscott, D. (1996). The digital economy: Promise and peril in the age of networked intelligence. New York, NY: McGraw-Hill

Tse, D.K., & Lee, W. (2001). Removing negative country images: Effects of decomposition, branding, and product experience. Journal of International Market, 1(94), 25-48.

Varian, H.R. (2010). Microeconomic Analysis. New York, NY: W.W. Norton & Company.

Vernik, D.A., Purohit, D., & Desai, P.S. (2011). Music Downloads and the Flip Side of Digital Rights Management. Marketing Science, 30(6), 1011-1027.

von Hippel, E. (2005). Democratizing innovation: The evolving phenomenon of user innovation. Management Review Quarterly, 55(1), 63-78.

Ware, J., Gebauer, J., Hartman, A., & Roldan, M. (1998). The search for digital excellence. New York, NY: McGraw-Hill.

Wirtz, B. W. (2001). Reconfiguration of Value Chains in Converging Media and Communications Markets. Long Range Planning, 34(4), 489-506.

Wirtz, B. W., Schilke, O., & Ullrich, S. (2010). Strategic Development of Business Models: Implications of Web 2.0 for Creating Value on the Internet. Long Range Planning, 43, 272-290.

Wirtz, B. W. (2011). Business Model Management: Design – Instrument – Success Factors. Wiesbaden, Germany: Gabler Verlag.