Connected audiences in digital media markets: The dynamics of university online video impact

IF 7.1 3区 管理学 Q1 BUSINESS
Germán López-Buenache , Ángel Meseguer-Martínez , Alejandro Ros-Gálvez , Alfonso Rosa-García
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引用次数: 3

Abstract

This paper analyses whether the audience dynamics of one content provider can explain the audience dynamics of a different content provider, and the resulting network of connections among providers. The type of connections in this network determines whether the audience of one creator influences or is susceptible to other creators’ audience. Granger causality networks are applied to prestigious universities that provide online videos on YouTube and the structure of the Audience Dynamics Network is described. This network presents an unbalanced degree distribution and a core-periphery structure. The centrality of the universities in the network is discussed and universities with influential and susceptible roles are identified. We find that audience connection is determined by the differences in the online video impact between each pair of universities. Centrality in the network is associated with university prestige, but this relation is mediated by online video impact.

数字媒体市场中的关联受众:大学在线视频影响的动态
本文分析了一个内容提供商的受众动态是否可以解释不同内容提供商的受众动态,以及由此产生的提供商之间的连接网络。这个网络中的连接类型决定了一个创作者的受众是否会影响或容易受到其他创作者受众的影响。格兰杰因果网络应用于在YouTube上提供在线视频的著名大学,并描述了受众动态网络的结构。该网络呈现不平衡度分布和核心-边缘结构。讨论了高校在网络中的中心地位,确定了具有影响力和易受影响的高校。我们发现,受众联系是由每对大学之间在线视频影响的差异决定的。网络中的中心性与大学声望有关,但这种关系是由在线视频影响介导的。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
11.70
自引率
3.40%
发文量
30
审稿时长
50 weeks
期刊介绍: European Research on Management and Business Economics (ERMBE) was born in 1995 as Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE). The journal is published by the European Academy of Management and Business Economics (AEDEM) under this new title since 2016, it was indexed in SCOPUS in 2012 and in Thomson Reuters Emerging Sources Citation Index in 2015. From the beginning, the aim of the Journal is to foster academic research by publishing original research articles that meet the highest analytical standards, and provide new insights that contribute and spread the business management knowledge
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