Open AccessThe media marketing of the VOD platforms in Poland during the COVID-19 pandemic – an exploratory study
Author(s) -
Anna Jupowicz-Ginalska,
Ksenia Wróblewska
Publication year - 2021
Publication title -
zarządzanie mediami
Language(s) - English
Resource type - Journals
ISSN - 2354-0214
DOI - 10.4467/23540214zm.21.029.13760
Subject(s) - covid-19 , pandemic , product line , exploratory research , perspective (graphical) , marketing , order (exchange) , product (mathematics) , business , distribution (mathematics) , advertising , computer science , engineering , sociology , mathematics , medicine , artificial intelligence , mathematical analysis , geometry , disease , finance , pathology , virology , outbreak , anthropology , infectious disease (medical specialty) , manufacturing engineering
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.