Marco Aurélio de Souza Rodrigues

Electronic Media Use: Towards an Integrative Model

The objective of the study is to propose and test a model to understand the factors that impact the use of electronic media in Brazil. A survey was conducted, capturing perceptions about five electronic media-Broadcast TV, Pay-TV, Internet, Mobile Phones and Game Consoles. A sample of 1000 cases was collected by personal interviews in six cities and analyzed using SEM. Attitude is influenced by Image, Entertainment and Content, followed by Communication and Habit. The model explained 80% of Attitude and 90% of Satisfaction. Attitude is a strong predictor of Satisfaction. Attention is explained by Entertainment and Satisfaction.

A new conceptual model for business ecosystem visualization and analysis

This study has the objective of plotting the effects of network externalities and superstar software for the visualization and analysis of industry ecosystems. The output is made possible by gathering sales from a tracking website, associating each sale to a single consumer and by using a network visualization software. The result is a graph that shows strategic positioning of publishers and platforms, serving as a strategic tool for both academics and professionals. The approach is scalable to other industries and can be used to support analysis on mergers, acquisitions and alliances.