Digital Distribution Channels Research Articles

EMPOWERING ARTISTIC EXPRESSION: THE INFLUENCE OF OTT PLATFORMS ON TAMIL CINEMA, WITH A FOCUS ON THE FILM 'VIDUTHALAI'

In recent years, Over-The-Top (OTT) platforms have emerged as a transformative force in the realm of cinematic storytelling, redefining the boundaries of artistic expression and democratizing access to global audiences. This research paper explores the impact of OTT platforms on Tamil cinema, with a specific focus on the critically acclaimed film 'Viduthalai.' The study investigates how OTT platforms have provided Tamil filmmakers with newfound freedom of expression, enabling them to address socially relevant and often sensitive topics. 'Viduthalai,' a powerful and thought-provoking film, serves as a compelling case study, exemplifying the artistic liberties afforded by digital distribution channels. By employing qualitative analysis, this research evaluates the narratives of 'Viduthalai' in theatrical and OTT spheres, shedding light on the unique opportunities, challenges and freedom of expression faced by the filmmaker in the OTT era. Ultimately, the findings underscore the profound influence of OTT platforms in promoting diverse narratives and empowering cinematic voices that might otherwise remain unheard.

A Colossal Catalog Adventure: Representing Indie Video Games and Game Creators in Library Catalogs

Significant changes in how video games are made and distributed require catalogers to critically reflect on existing approaches for representing games in library catalogs. Digital distribution channels are quickly supplanting releases of games on physical media while also facilitating a dramatic increase in independent-made games that incorporate novel subject matter and styles of gameplay. This paper presents an action research project cataloging 18 independently-made digital games from a small publisher, Choice of Games, considering how descriptive cataloging, subject cataloging, and name authority control for these works compares to mainstream video games.

A STUDY ON IMPACT OF DIGITAL MARKETING AND SOCIAL MEDIA ON PURCHASING DECISION OF CONSUMERS

Digital marketing can be defined as the process of promoting of brands using digital distribution channels comprising internet, mobile and other interactive channels. Customers have become researches through convenient access to the internet; users are now much more educated and motivated. Marketing paradigm has undergone a sea change over the past decade. In recent years, Marketers seen a drastically change in the digital marketing growth due to the economic shifts, which in turn leads to change in consumer buying behaviour. The internet has a profound impact on various industries but very few industries have witnessed a metamorphosis like marketing. The changing preference of the consumer present day affects the buying pattern because they mostly follow the rhythm of fashion and taste according to the changing time. It is very important to know the psychology of the consumers in the dynamic environment. Ever changing buying behaviour of the consumers in the digitalized world should be understood properly to make the business sustainable. In this research, we sought to analyze how digital marketing and social media influences the purchase decision of consumers.

Penerapan Copywriting Untuk Optimalisasi Digital Marketing Bagi Guru SMK Kridawisata Bandar Lampung

One of the successful points of digital marketers is their ability to maximize product and service promotion techniques using digital distribution channels such as websites, ad words, email, and various other social networks. Tourism vocational high school graduates are expected to be successful in the business world where they must be equipped with good marketing skills. Considering the importance of a marketer having copywriting skills, copywriting training is needed for them. The method used is the ABCD approach where the asset in this community is the SMK Kridawisata Bandar Lampung students who have started entrepreneurship. This activity was carried out directly in the form of basic marketing theory and ad copywriting training for the teacher of the school so that they can introduce digital marketing to their students. This training activity was carried out at SMK Kridawisata Bandar Lampung. The results of the activity show that there has been an increase in language and copywriting skills from each participant, where the most mastered skill on average is writing AIDA.

K-pop’s internationalization in the product adaptation and the upstream music supply chain in Korea, China, Japan, and the West

ABSTRACT The success of Korean popular music (K-pop) in foreign markets has attracted considerable attention from researchers. Previous studies have highlighted the factors in K-pop’s international success, such as its idol management system, marketing strategies, and digital distribution channels. However, to the best of our knowledge, the contributions of product adaptation and upstream music supply chains to K-pop’s international success have received little attention. To substantiate this argument, we analyse the formula setting of K-pop from the 1990s to the present and the efforts of the founders of entertainment agencies (e.g. SM, JYP, and YG) to model their success in the global market. The argument presented here theoretically contributes to international business studies and has implications for the success of intangible products in foreign markets.

Uticaj kanala distribucije na profitabilnost banaka

The introduction of digital channels for the distribution of banking services has become a necessity in the conditions of growing digitization and changed customer requirements. Without denying the importance of other marketing mix instruments, banks are increasingly basing their strategic competitive advantage on digital distribution channels. This regularity is especially emphasized given the emergence of digital technology companies (fintech and bigtech) which, owing to the development of digital distribution channels, are gradually taking over numerous financial services from banks. Nevertheless, for certain forms of banking services, traditional distribution channels and personal contact with the banker remain indispensable. The aim of the paper is to examine the impact of the introduction of digital distribution channels on the profitability of banks. The analysis covers the banking sector of the European Union member states in the period 2015-2020. In order to examine the influence of distribution channels (number of branches, number of ATMs, number of POS terminals and number of internet banking users) on the profitability of banks, measured by the return on assets (ROA) and return on equity (ROE), panel regression is used. The results confirm the significant and positive impact of digital distribution channels on bank profitability.

Pelatihan Copywriting untuk Optimalisasi Pemasaran Digital Kepada SMK Bakti Nusantara 666 Kabupaten Bandung

One of the standard of a successful digital marketing campaign, is being able to maximize product and service promotion techniques using digital distribution channels such as; websites, Adwords, email or various other social network platforms. One of the ideal requirement of SMK graduates is able to succeed in the business world, therefore they must be equipped with good marketing skills. Seeing the importance of a marketer having Copywriting skills, Copywriting training is needed for them. The method used is the ABCD approach where the "assets" itself are the students of SMK Bakti Nusantara 666 whom have their own start up business. The training is carried out in the form of giving a basic marketing knowledge and giving them a set of training in how to write an attractive ad script and creating article’s titles by using a set of keywords, which had a high ranking in the Google search engine. The training itself was done in two days at school and Ma’soem University Language Center Laboratorium. From the said training, it could be concluded that, indeed, there is an increase in language skills and copywriting of each participant. And the average skill mastered by participants was writing CTA.

Specificity and development of distribution strategies of luxury fashion brands

The market of luxurious fashion brands is a challenging business area. It usually needs the right marketing strategy for its management. Luxury fashion brands face the challenge of how to balance the wider distribution, while at the same time confirming the peculiarity of their offer. The aim of this study is to analyse the specificity of luxury fashion brand distribution and its role in creating luxury fashion brand value. The specificity of physical and digital channels of luxury fashion brands distribution was analysed. The hypothesis was that luxury could be hardly emitted through digital distribution channels. By analysing the relevant literature and case studies, it was realised that in the market of luxury fashion brands there are exceptions to the strict rules established from the very beginnings of the luxury fashion industry. The distribution of brands with a long tradition and successful business results like Louis Vuitton, Hermes and Chanel were analysed. Luxury fashion brands successfully resist technological development by nurturing the tradition of exclusivity and unavailability. These can be marketed to some extent through digital distribution channels. The omnichannel distribution of luxury fashion brands is highly valued among the younger population. It gains greater market potential and therefore greater revenue.

The role of financial inclusion and FinTech in addressing climate-related challenges in the industry 4.0: Lessons for sustainable development goals

Individuals and enterprises have an increasing need for financial resources, which has led to the development of numerous financial instruments such as microfinance, insurance, and cash transfers, among other things. The number of development partners advocating for the use of these technologies to address disaster risks and climate change-related concerns is also increasing. With the rise in risk reduction needs and challenges associated with climate change, it's more important than ever to assess the effectiveness of various financial instruments (financial inclusion) in solving climate-related issues. The study used secondary data studied through document analysis to answer the question, what role does financial technology play in addressing the challenges or hazards associated with climate change in the Fourth Industrial Revolution? The results indicated that financial inclusion through FinTech could aid in the resilience of households, individuals, and companies in the case of a rapid climate event or the gradual effects of changing rainfall patterns, rising sea levels, or salter water incursion. Insurance, savings, credit, money transfers, and new digital distribution channels can all help victims of climate change and those in charge of dealing with the new environmental realities. As a result, the study advises that financial inclusion through FinTech be promoted as one of the channels that can aid in managing the risks of climate-related concerns and achieving sustainable development goals through development patterns, governments, and civil society.

Exclusivity strategies for digital products across digital and physical markets

Digital technologies allow versioning a product (e.g., a movie) for different physical and digital sequential distribution channels to target heterogeneous consumer segments, thereby creating exclusive offers. Extant literature on sequential distribution for movies largely concentrates on the theater-to-home-video window length (e.g., DVD), thus, neglecting digital distribution channels, particularly the potential of exclusive digital offers when multiple subsequent home video channels are available. We empirically examine the impact of exclusive digital movie offers on demand in digital and physical distribution channels. We fit a system of equations to a unique sample of 260 movies distributed in theaters, digital purchases, digital rentals, and physical purchases channels. Overall, the results indicate substantial profits from exclusive offers. Rather than sales cannibalizations, we find positive cross-channel demand spillovers from exclusive digital offers to delayed physical purchases. Exclusive home video offers outperform mere reductions in the theatrical exclusivity period; thus, implementing exclusive digital home video releases is a promising alternative to avoid conflict-prone reductions of the overall theater-to-home-video release window. Our findings are also relevant to industries that use different online and offline release windows (book publishers) or give exclusive access across different platforms (game publishers).

EFFECT OF DIGITAL DISTRIBUTION CHANNELS ON PERFORMANCE OF INSURANCE SECTOR

Purpose: The insurance business is critical to the growth of any nation's economy. All insurance companies rely heavily on distribution to be a part in their overall performance. As technology has advanced, insurers have begun looking into new avenues of distribution in the internet sphere. The study’s goal is to assess the effect of digital distribution channels on performance of insurance sector.
 Methodology: A desktop literature review was used for this purpose. Relevant seminal references and journal articles for the study were identified using Google Scholar. The inclusion criteria entailed papers that were not over 10 years old.
 
 Findings: All insurance companies rely heavily on distribution to be a part in their overall performance. It is now feasible for consumers to acquire an insurance policy directly online, without the need for a middleman or physical distributor, thanks to a growing number of agency businesses and direct insurance writers. The insurance sector has benefited from the following new technological developments in recent years. Technology is increasingly significantly reliant on the digital channel of distribution for the purchase of insurance and policy management.
 Unique contribution to theory, practice and policy: Both public and private life insurance businesses must boost Internet marketing and on-site marketing as sales platforms. Life insurance businesses in both the public and private sectors should offer tax-saving programs tailored to the needs of their consumers. Digital distribution channels should be taken into account by policymakers in their strategy formulations because of technical advancements and the predicted shift away from physical branch networks to technologically enabled insurance services.

Operation and Interaction of Software Used in Digital Distribution Channels in Direct Marketing of Hotels

With the development of technology, the ways of doing business are changing, and digital transformations are taking place in the activities of businesses. At this point, digital transformation is reflected in the service businesses in two ways. The first of these is the digital transformation in the operational activities of business management, while the second is in the form of technological innovations offered to guests. To this end, this research focuses on the digital transformation in the operational activities of hotel businesses and aims to determine the operation and interaction of the software offered in digital distribution channels for direct marketing of hotels. In this direction, 57 software companies that provide the relevant software services to hotels in Turkey were accessed, and content analyzes were made on the websites of the relevant companies. In light of the data obtained, the operation chart for the interaction of the software that plays an active role in the direct marketing of the hotels was created and explained by presenting sample quotes from the websites of these businesses. It is expected that the research can contribute to the literature for digital marketing courses in the tourism and hotel management departments of universities, as well as reveal the operation of the interaction of the software in question.

Distribution channels of banking services: Attitudes and preferences of clients

The purpose of this paper is to investigate how the development of information and communication technology affects the choice of distribution channels for individuals, users of banking services. The research aims to show and determine which factors influence natural users when choosing a bank, how technology development affects the distribution channels of banking services, which distribution channels are most represented in the banking sector and why, and whether banks invest enough effort in research its users as active participants in the process of distribution of financial services. The results of the research show that users of banking services are increasingly using digital distribution channels of banking services, of which mobile banking is the most represented, to become clients of a bank based on positive experience or previously opened an account by family. These are more complex services, but they prefer to go to the branch, and that banks do not conduct sufficient research on customer satisfaction, requirements and needs in terms of product or service development. The conclusions based on the conducted research represent valuable knowledge in this part, and only the research can be the basis for further research as well as the development of strategies for the management of distribution channels.

Digital evolution and emerging revenue management practices: evidence from Aegean airlines distribution channels

数字化改革和新兴收益管理措施：以Aegean 航空分销渠道为例研究目的近十年来的快速数字化改革（DX）证实了航空体验成为航空公司在降低成本、品牌效应、以及收益机会的时候显著受益的驱动因素, 这体现在当乘客通过网站购买飞机票和附加服务的时候。本论文旨在以Aegean航空DX进展为实例, 以事实来验证DX和收益管理（RM）的理论论断, 尤其在新兴RM措施和数字化分销渠道方面。研究设计/方法/途径本论文采用文本分析航空网站和社交媒体表现的方法, 以展示结合过去和未来发展的目前情况分析。本论文通过结合两种DX模型, 数字化改革成熟概念（DTM）以及科技接受模型（TAM）, 对该航空公司的数字化进程进行评估。研究结果本论文对Aegean航空公司的定量和定性的分析结果表明, 数字化改革营销计划, 结合新兴RM措施, 能够增加航空公司直接分销渠道（网站&APP）的订单收益, 相较于中间分销渠道（GDS）。因此, Aegean航空公司DX进程同时也降低了成本和增加了收益。研究原创性/价值DX模型航空业措施, 结合直接vs间接售票模式, 能够评估航空业数字化进程改进收益情况和产品定制化的有效工具, 这作为以客户为核心的商业战略和客户关系管理（eCRM）最潮流的趋势。

РОЗВИТОК ІНТЕРНЕТ-СТРАХУВАННЯ У НОВИХ УМОВАХ

The article is devoted to the study of internet insurance development in the light of the new circumstances, including its catalysts and inhibitors. The relevance of the topic chosen is based on the fact that such distribution channel as internet insurance helps to minimize face-to-face contact while insurance services distribution, that plays important role during the pandemic of Covid-19. On the basis of the conducted research different approaches to the definition of "internet insurance" were considered and generalized definition was determined. The article examines the current state of the Ukrainian insurance market and its tendencies. The way of internet insurance development in China and its impact on the whole insurance industry was analyzed. Determined insurance services consumers’ willingness to use digital distribution channels, that showed significant growth in the past year. Although the insurance market in Ukraine is characterized by a low level of insurance culture and there are contradictions in the legislation of the insurance field, insurance companies tend to use innovations, including internet insurance. There are two internet insurance systems: on-line and off-line, which are characterized by different levels of internet use. Matrix of on-line and off-line internet insurance services of top 10 Ukrainian insurance companies in terms of gross insurance premiums is characterized. Insurance companies use combination of internet insurance system and related services based on internet technologies to attract consumers by more personalized offers. Analysis of internet insurance products number and available related services is carried out. Despite benefits of internet insurance there are some problems to deal with. Advantages and disadvantages of internet insurance are analyzed. Prospects for the development of internet insurance in Ukraine are substantiated. In order to enhance development of internet insurance, it is necessary to improve the current legislation of Ukraine and financial literacy. An important point is the use of international experience.

Changing the channel: Digitization and the rise of “middle tail” strategies

AbstractResearch SummaryPrior research has studied whether digitization shifts demand away from mass‐appeal blockbusters toward a “long tail” of existing products. We extend this work by studying whether digitization influences the products created. Using unique data on movies, we examine whether the reduced costs of production and new digital distribution channels spur producers to create products aimed at smaller audiences. We employ a flexible, transparent, and largely graphical empirical approach to document changes unfolding with digitization. We find growth in both intended blockbuster and long tail products, but also, the rise of a “middle tail,” movies distributed via digital channels, with budgets suggesting commercial intent but well below the averages for theatrical distribution. The new middle tail is largely due to newcomers rather than major incumbents.Managerial SummaryDigitization has reduced the costs to create movies, while also enabling new distribution channels that avoid the high costs of theatrical distribution. With lower costs, movies no longer need to be “blockbusters” at the box office to be financially successful. In this article, we study whether digitization has spurred an increase in lower‐budget movies that are not aimed for release in theaters. We find that digitization has unleashed a large number of very low budget movies that attract little commercial attention (i.e., the “long tail”). However, we also find an increase in a new category of movies with budgets between $100,000 and $10 million, aimed at smaller audiences via new digital distribution channels. We show growth in this “middle tail” following digitization.

FDI in Indian Non-Life Insurance Sector: Boost Market Potential

FDI brings up the capital inflows from abroad which is invested in the production capacity of the economy and are preferred as external finance because they are non-debt creating, non-volatile and their returns depend on the performance of projects financed by investors. It expedites international trade and transfer of information and technology. Thus, ‘FDI acts as a catalyst for the growth nation’. The Indian insurance market is expected to grow up to 125 percent in the next decade which would indirectly be a boost for the Indian Economy. Increased FDI limit up to 100 percent will allow more new players to enter and strengthen the existing companies. This will promote higher competition, innovative products, digital distribution channels and cheaper policy premium for their customers. Therefore, this paper primarily focuses on the FDI in the Insurance sector in India and its significance. In the Budget 2015-16 the government announced, three ambitious Social Security Schemes about Insurance and Pension Sector (a) PradhanMantri Suraksha Bima Yojana (b) PradhanMantri JeevanJyoti Yojana and (c) Atal Pension Yojana. These schemes help to create universal social security system for all Indians, especially the poor and underprivileged. The health insurance scheme Ayushman Bharat will provide good quality health care up to Rs.5 lakh per family per year at government and private hospitals all over India. This scheme will be available for 50 crore Indians and covers 10.74 beneficiaries. In this backdrop, this article aims to analyze the performance of Non-life Insurance sector in India after the increase of FDI from 26 percent to 49 percent (which has come into force from 16 March 2016).

Legal Barriers to the Development of Digital Distribution Channels in the Activities of Insurance Companies in Poland

The use of modern technologies in business is primarily aimed at simplifying business processes, reducing the costs of business operations as well as improving the quality of services offered to clients. It is also a response to the changing preferences of customers who are increasingly using digital solutions. Technological solutions may in particular be used in the insurance distribution process, which in recent years has become much more demanding, due a number of provisions regulating the distribution of insurance contracts were introduced. These changes are mainly aimed at ensuring that client makes conscious decisions regarding the conclusion of the contract, due to broad information requirements as well as matching the insurance to the client's needs. The use of mobile applications, Big Data, artificial intelligence or blockchain technology may allow for simplification, acceleration and reduction of costs in the process of distribution of insurance contracts. The article is an attempt to indicate the main possibilities of using technological solutions, both in relation to the requirements for insurance distributors and in relation to the technologies that can be used. Selected barriers were also discussed, which in the author's opinion significantly limit the possibility of development of digital insurance distribution channels.

MARKETING STRATEGY IN THE DIGITAL SPACE

The aim of the research is to determine the preconditions for integration the Ukrainian digital market into the EU's Digital Single Market. The article is devoted to the definition of preconditions integration of Ukraine into a single digital market EU in accordance with the realities of the domestic market digital integration priorities. The article is identified trends in the development of Ukrainian market of digital technologies, comparison of individual indicators it development of appropriate indicators of the EU countries, revealed the degree of difference between these principles and trends, directions outlined measures to solve the problem "digitalization" Ukraine and creation of favorable conditions for cooperation with the European Union in the field of information and communications technology and future integration into the EU single digital market. It also identified high priority digital media channels and reasonable "gap" priorities of digital media distribution channels, due to the level of ICT use in countries. The paper analyzed Internet Stats and Facebook Usage in Europe and the necessity for priorities of the digital media space, depending on the selected region of the distribution at the stage of development of a marketing strategy. The research employed the following methods: monographic and descriptive, analysis and synthesis, comparative analysis, and statistical analysis.

Credit intermediation and the European internal market for mortgage credit

The European Mortgage Credit Directive (MCD) aims to create a Union-wide mortgage credit market with a high level of consumer protection. While focussing on the primary policy objective, i.e. facilitating the emergence of an internal market for mortgage credit, this paper analyses the MCD’s regulation of the activities of credit intermediaries, and the rules on establishment and supervision of credit intermediaries in particular. As professional middlemen, credit intermediaries could reduce information asymmetries between on the one hand creditors and on the other hand consumers. Against the background of Fintech intermediary disruption and the increasing importance of digital distribution channels for financial services, our paper analyses whether and/or to what extent the MCD’s prudential rules for credit intermediation qualify as true “enablers” for an Internal market for mortgage credit.