The media marketing of the VOD platforms in Poland during the COVID-19 pandemic – an exploratory study

Anna  Jupowicz-Ginalska; Ksenia Wróblewska

The media marketing of the VOD platforms in Poland during the COVID-19 pandemic – an exploratory study

Data publikacji: 28.09.2021

Zarządzanie Mediami, 2021, Tom 9, Numer 3, s. 551 - 574

https://doi.org/10.4467/23540214ZM.21.029.13760

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Tytuły

The media marketing of the VOD platforms in Poland during the COVID-19 pandemic – an exploratory study

Abstrakt

The article attempts to map and systematise the changes and reactions triggered by the first wave of the COVID-19 epidemic in media marketing (MM) of VOD platforms operating in Poland. The aim of the authors is to capture general trends and regularities that appear in the industry practices, as well as to indicate, firstly, the most meaningful elements of MM (the product offer, distribution, price, and marketing communication), and secondly – to identify the VOD platforms that excelled in these changes. The paper, using the content analysis method, is the first to present a cross-sectional research perspective on the MM-VOD-COVID-19 line, aiming not only to initially estimate the actual media modifications caused by the pandemic, but also to classify them in order to lay the foundation for further research in case this type of situation recurs.

Słowa kluczowe

VOD platforms, media marketing (MM), COVID-19, pandemic

Bibliografia

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Informacje

Informacje: Zarządzanie Mediami, 2021, Tom 9, Numer 3, s. 551 - 574

DOI: https://doi.org/10.4467/23540214ZM.21.029.13760

Typ artykułu: Oryginalny artykuł naukowy

Tytuły:

Polski:

The media marketing of the VOD platforms in Poland during the COVID-19 pandemic – an exploratory study

Angielski:

The media marketing of the VOD platforms in Poland during the COVID-19 pandemic – an exploratory study

Autorzy

Anna Jupowicz-Ginalska

https://orcid.org/0000-0002-7016-0427

Wydział Dziennikarstwa, Informacji i Bibliologii, Uniwersytet Warszawski

Ksenia Wróblewska

https://orcid.org/0000-0002-1318-9995

Uniwersytet Warszawski, ul. Krakowskie Przedmieście 30, 00-927 Warszawa, Polska

Publikacja: 28.09.2021

Status artykułu: Otwarte

Licencja: CC BY

Udział procentowy autorów:

Anna Jupowicz-Ginalska (Autor) - 50%

Ksenia Wróblewska (Autor) - 50%

Korekty artykułu:

Języki publikacji:

Angielski

Liczba wyświetleń: 1450

Liczba pobrań: 1344

<p> The media marketing of the VOD platforms in Poland during the COVID-19 pandemic – an exploratory study</p>

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