Studies on consumer preferences and success factors in the content and platform industry

Abstract

With the advent of the Fourth Industrial Revolution, the key objective of digital marketing is to promote brands by engaging customers and letting them interact one another via digital media. Because the main value of digital marketing strategies lies in the creation, consumption, and sharing of content that is distributed throughout digital media, it is important to understand and utilize the content consumption of customers and various media platforms. Therefore, the aim of the dissertation is to find out the underlying factors and structures that form or influence consumer preferences and choices in the content and platform industry where the intense concentration on direct-to-consumer engagement is the key to strengthening the motivation and relationships with consumers. Also, three studies of the dissertation can represent each stage for achieving sustainable growth of companies and brands in utilizing media content and platform: distinctive content creation, curation of content and experiences, and an industry-wide consolidation

and applied quantitative methods such as regression analysis, network analysis, and machine learning techniques of image detection and text mining.