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Day: March 7, 2018

What Drives College-Age Generation Y Consumers?

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Abstract

Generation Y (individuals ages 14–31 in 2008) are in the marketplace with the numbers and the purchasing power to have an unprecedented impact on the economy. Despite the potential of this group as a whole, especially the middle-aged members of this generation (ages 18–22) who are in the highly coveted college student market, much is unknown about the motivations behind these individuals' consumption behavior and preferences. This study attempts to address this gap in the literature by exploring the antecedents of the consumption behavior of college-aged Generation Y individuals. The findings indicate that issues relating to socialization, uncertainty reduction, reactance, self discrepancy, and feelings of accomplishment and connectedness drive Y consumers' product purchases and retail patronage. This article discusses these issues as well as their theoretical and managerial implications.

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Communication Model for Sports Media Web Portals

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Abstract

This paper presents a proposal of digital mediation for enhancing the communication between sports media and its user community. The proposal is based on a conceptual model and a proof of concept in the form of a Web application. It is believed that the proposed application can contribute to enrich sports media Web portals with innovative features and to strengthen the relationship with their user community, exploiting the potential contributions of its members. This project also aims at fostering user participation and sharing of opinions in sports media Web portals.

1. Introduction

In recent times, uses of the Internet are becoming relatively more interactive and user-oriented. The Web 2.0 and more recently the rise of Social Media have not only created new playing fields for communication and self-expression but also new forms of social behavior....

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Communication Research Trends: Centre for the Study of Communication and Culture

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I. Introduction

“Sports and the mass media enjoy a very symbiotic relationship in American society” (McChesney, 1989, p. 49). This statement holds true not only for the United States but also for most contemporary industrialized societies. The “very symbiotic relationship” between the media and sports has profoundly affected both participants. And the advertising industry forms an important part of the relationship. Both sports and mass media keep trying to reach people as spectators, fans, and consumers; both actively affect the audience as well as the advertising market (including the sponsors).

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SPOT: Scheduling Programs Optimally for Television

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ABSTRACT

This paper introduces SPOT (Scheduling Programs Optimally for Television), an analytical model for optimal prime-time TV program scheduling. Due in part to the advent of new cable TV channels, the competition for viewer ratings has intensified substantially in recent years,and the revenues of the major networks have not kept pace with the costs of the programs. As profit margins decrease, the networks seek to improve their viewer ratings with innovative scheduling strategies. Our SPOT models for scheduling network programs combine predicted ratings for different combinations of prime-time schedules with a novel, mixed-integer, generalized network-based flow, mathematical programming model, which, when solved, provides an optimal schedule. In addition to historical performance, subjective inputs from actual network managers were used as input to the network flow optimization model. The optimization model is flexible.

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Sports Broadcasting and Virtual Advertising: Defining the Limits of Copyright Law and the Law of Unfair Competition

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I. INTRODUCTION

Constant technological development has introduced another player in sports broadcasting: virtual advertising, a form of digital technology that allows advertisers to insert computer-generated brand names, logos or animated images into previously recorded television programs or movies. In sporting events, the advertisements can even be inserted live as the game is played, as seen in Superbowl XXXIV on January 31, 2000. This technology has been used since 1995, but has not experienced a major breakthrough yet. Several Major League Baseball (“MLB”) teams have made use of virtual advertisements along the wall behind home plate.’ Beginning this 2000 season, the technology will be used in a minimum of twenty Sunday Night baseball games. Some teams in the National Basketball Association (“NBA”) display virtual advertisements on their billboards on the sideline, while many collegiate conferences have already made use of virtual advertising in their regular season and tournament broadcasts.

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