Authors: Renato Lopes da Costa; Luis Cabral; Leandro Pereira; Álvaro Dias; Rui Gonçalves
Addresses: Business Research Unit – BRU-IUL, ISCTE – Instituto Universitário de Lisboa, Lisbon, Portugal ' ISCTE – Instituto Universitário de Lisboa, Cidade Universitária de Lisboa, Av. das Forças Armadas, 1649-026 Lisboa, Portugal ' BRU – Business Research Unit, ISCTE – Instituto Universitário de Lisboa, Lisbon, Portugal; WINNING LAB, Alameda das Linhas de Torres, No. 152 Escritório 14 1750-149, Lisboa, Portugal Lisbon, Portugal ' Universidade Lusófona de Humanidades e Tecnologias, ECEO/TRIE, Campo Grande, 376, 1749-024 Lisboa, Portugal; ISCTE – Instituto Universitário de Lisboa, Cidade Universitária de Lisboa, Av. das Forças Armadas, 1649-026 Lisboa, Portugal ' Instituto Piaget de Almada, Labest, Avenida Jorge Peixinho, No. 30, Quinta da Arreinela, 2805-059 Almada, Portugal
Abstract: The media industry is currently in the process of adapting digital transformation. As the industry is increasing its volume, due to the fact that the consumers are consuming more media than before, it is important to guarantee the fulfilment of consumer needs. After the literature review, the present article studied the opinions of some authors through a questionnaire that was used to comprehend the benefits that the digital transformation brought to the media industry, as well as understand how consumer behaviour has changed over the past years. In this sense, a new consumption style was identified, which is the involuntary one, where people really do not have the intention of using a content. To sum it up, the present article pretends to characterise the media industry and the consumer behaviour, in a digital context, where processes must be changed in order to adapt to imminent changes.
Keywords: digital transformation; media industry; consumer behaviour; digital business.
International Journal of Economics and Business Research, 2022 Vol.24 No.4, pp.471 - 489
Received: 13 Feb 2021
Accepted: 03 Mar 2021
Published online: 26 Oct 2022 *