IMPLICATIONS OF MULTIMEDIA CONVERGENCE ON CONTEMPORARY CONSUMER BEHAVIOR
IMPLICATIONS OF MULTIMEDIA CONVERGENCE ON CONTEMPORARY CONSUMER BEHAVIOR

Summary/Abstract: Converging digital technologies determine spectacular changes in the communication markets today. On the one side, converging multimedia companies strive to create innovative contexts of consumption. On the other side, consumers of the digital age strive to grasp the technological opportunities and develop a new media literacy, new communication and interaction competencies. In this paper we focus on the possible implications of the ongoing developments in multimedia environments, examine a series of interdisciplinary research issues and propose a consumer-centric view, based on the exploratory and participatory behaviors of media users that digital environments stimulate

• Details
• Contents