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- W1567682127 abstract "In recent decades, multi-platform strategies have strongly focused on the production and distribution side of media industries. Lately, demand-side factors have become more important. For example, the impact on the success of movies of online communication and searching has increased. The article puts forward and tests, in the context of the German movie market, a method which may be used to measure and analyse growth dynamics and interdependencies among different communication behaviours taking place on multiple platforms. Pre-release web-monitoring procedures are essential to identify the nature of these dynamics. If there is positive feedback, more attention should be drawn to those platforms and vice versa. This study reveals strong intra- and inter-platform correlations. These findings, which point to strong path dependencies and an unexpectedly high degree of interchangeability among different platforms with different users, suggest that a more streamlined procedure for monitoring social media can b..." @default.
- W1567682127 created "2016-06-24" @default.
- W1567682127 creator A5062825489 @default.
- W1567682127 date "2015-01-02" @default.
- W1567682127 modified "2023-09-25" @default.
- W1567682127 title "Optimising media marketing strategies in a multi-platform world: an inter-relational approach to pre-release social media communication and online searching" @default.
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- W1567682127 doi "https://doi.org/10.1080/16522354.2015.1027117" @default.
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