El efecto de la convergencia de los medios de comunicación en el aprovechamiento de oportunidades empresariales

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Aidin Salamzadeh https://orcid.org/0000-0001-6808-1327
Mirjana Radovic Markovic https://orcid.org/0000-0003-2002-8732
Samaneh Memar Masjed https://orcid.org/0000-0002-5664-5196

Keywords

Emprendimiento de medios, Convergencia de los medios de comunicación, Reconocimiento de oportunidades, Mercados de los medios de comunicación, Web 3.0

Resumen

Este documento arroja luz sobre aspectos específicos de la convergencia de los medios de comunicación, que se trata solamente de convergencia y similitud, sino de divergencia en diferentes aspectos y oportunidades que se presentan en las actividades empresariales. El área problemática de este estudio es comprender cómo la convergencia de los medios de comunicación brinda nuevas oportunidades de negocio en los mercados de los medios de comunicación y cómo los empresarios de los medios pueden aprovechar esas oportunidades para proponer valor a sus clientes objetivo. Este trabajo realiza un diseño de investigación cuantitativa. Por lo tanto, 119 cofundadores de pequeñas y medianas empresas de medios respondieron un cuestionario en línea, y los datos fueron analizados a través del programa estadístico SPSS. El análisis de regresión se utilizó para analizar los datos. Los hallazgos revelan que cuatro tipos de divergencias, que incluyen los canales de distribución de medios, los productores de contenido de medios, las audiencias y los anunciantes, afectan el aprovechamiento de oportunidades empresariales en pequeñas y medianas empresas de medios.

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