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The authors perform market trend analysis and to examine the clash between new and traditional media and explore future industry competitive scenarios.

IBM conducted a comprehensive study that included interviews with leaders of media companies and an in‐depth analysis of the factors that are shaping the industry outlook. IBM conducted in‐person interviews with more than 75 senior media executives, industry analysts, economists and technology visionaries and also worked with the Economist Intelligence Unit to survey another 125 industry executives.

IBM sees four primary business models emerging – traditional media, walled communities, content hyper‐syndication and new platform aggregation. The research also found evidence of another developing conflict that it calls the media divide. It could pit partner against partner in a struggle for growth.

IBM proposes seven industry‐specific recommendations for incumbent media companies as they face the immediate threat from new entrants and eventual collisions with traditional partners: Deliver experiences, not just content. Leverage virtual worlds. Innovate business models. Invest in interactive, measurable advertising services and platforms. Redefine partnerships, while mitigating fallout. Shift investment from traditional business to new models. Create a flexible business design.

The article offers a combination of market evolution analysis, future market scenarios and recommendations for gaining first mover advantage.

This viewpoint paper aims to provide an overview of this special issue of On The Horizon on new media and learning. An integral framework which can be used to inform thinking about factors to consider when integrating new media into existing learning approaches is also discussed.

The paper highlights the messages emerging from the papers in this issue, and places those messages in the context of an integral framework that can be used when considering how to integrate new media into existing learning approaches.

Higher education is in transition, from the traditional model of learning to a new, socially mediated model. The exact form and nature of that model are as yet unclear, and can be shaped now if people are able to change the way they think and move beyond current assumptions about the “right way” to teach and the “best way” to learn.

The integral framework presented in this paper provides a holistic approach for both individual staff and institutions to explore how to integrate new media into learning today.

The application of an integral approach to learning and new media provides the originality for this paper.

Introduction – In the twenty-first century, which is the age of communication and information, the time and space concepts have changed with new media technologies and changes have occurred in habits and ways of doing business using the Internet. In this respect, crowdsourcing concept comes first among the new applications with which internet users can share content. The crowdsourcing, which may be understood as ‘mass-based work’ or ‘crowded resource’, consists of a combination of ‘crowd’ and ‘source’, and refers to the use of a great number of human societies to do a common work. The crowdsourcing concept, used commonly as of the 2000s for different purposes, is included in the literature as a concept showing the power of crowds. It is a method in which communication and internet technologies are used with efficacy in the advertising and marketing fields.

Purpose – The objective of the present study is to determine the pros and cons of the crowdsourcing concept through new media applications in the form of critical evaluations by examining sample case studies that use the crowdsourcing concept, which is becoming widespread in Turkey and in the whole world in recent years.

Methodology – In this study, the ‘Case (Sample Event) Study Analysis’, which is one of the qualitative research methods and which is a methodological approach that includes examining how the crowdsourcing system works in-depth, will be used.

Findings – Crowdsourcing is becoming a worldwide business model and allows anyone with free time and an internet connection to contribute to economic productivity. This study has discussed the importance of crowdsourcing for companies in contextual terms and has made predictions on how to make this concept become a better model in which fields.

Advances in new media and web technology are making it easier for organizations and their employees, suppliers, customers and stakeholders to participate in the creation and management of content. It is therefore, useful to understand how a corporate communication strategy can leverage these trends. The purpose of this paper is to discuss the take‐up and use of new media in organizations, highlighting a current approach to implementation issues.

The paper reviews and explores new media in organizations from three ecological layers: the social, discursive and technical, addressing who is communicating, the communication content and new media technology used.

The paper recommends a customer‐centered approach to implementing new media adoption in organizations using action research.

Academic literature is lagging behind the pace of technological change, and evaluation studies are limited.

The paper shows how new media and Web 2.0 services can be employed to work in tandem with conventional communication tools such as phone, fax and corporate intranets. Such a hybrid approach enables organizations to maintain and strengthen existing stakeholder relationships, but also reach out and build relationships with new stakeholders who were previously inaccessible or invisible.

This aim of this paper is to relate the spread of new information and communications technology in Arab countries to the mobilization of young Tunisians and Egyptians in the uprisings of 2011.

The paper draws on the literature to discuss the opportunities the new social media tools brought to Arab societies, in terms of their potential to enable new forms of communication and develop new public spheres. It provides an overview of the relationship between the new media, a new generation and the uprising for democracy and political changes in North Africa.

The conclusion is that the spread and use of new information and communications technologies is having an enormous impact on societal and political changes in North Africa.

Based on the uprisings in parts of North Africa, the paper examines the use of the internet and mobile phones as tools for building democracy and bringing change. Evidence shows that social media played a major role in bringing down long‐standing dictatorships. The new media challenged government imposed media controls and provided activists with new tools for organising demonstrations, sending updates to journalists, bloggers and other activists, and encouraging media coverage.

New media has emerged as a significant dimension of branding and global sports sponsorship because it provides the capability to communicate with consumers worldwide via a multitude of digital platforms. This paper discusses the results of a systematic review of the development of global sports sponsorship and the importance of new media integration to the sector for the future. Results indicate that a new paradigm is emerging which involves thematically linked, integrated, strategic global marketing initiatives driven by new media applications, which have enhanced the value of sports sponsorship.

The purpose of this paper is to examine the impact of social media marketing on new venture performance utilizing Structure-Conduct-Performance (SCP) theory.

A survey approach was employed, and questionnaires were sent out to the representatives of new ventures established in the previous six years at the time of data collection. Measures were adapted from SCP theory and the measurement model examined. A total of 248 responses were analyzed using structural equation modelling (LISREL 11).

The results indicate that social media marketing capabilities have a positive impact on the marketing performance of new ventures through a mediating effect of social media marketing performance. Thus, social media marketing performance affects new venture performance through marketing performance.

This research supports the vitality of social media in the lives of new firms and the importance of social media when executing marketing activities. The perceptive measurement of social media marketing capabilities on the firm level can be useful for new ventures to evaluate their competencies related to social media, and thus help firms improve those capabilities over time.

This research contributes to the existing knowledge on linkages between social media marketing capabilities and new venture performance acknowledging the role of a turbulent market environment. Therefore, the recognition of industry structure articulated by a turbulent market environment, social media marketing capabilities and social media support for competitive marketing strategy answers the question of how social media marketing capabilities drive competitive marketing strategy and subsequently influence performance.

The crossroads between new media (predominantly the Internet) and marketing communications is a topic of growing interest and importance. Several themes are addressed in this paper including the involvement of the advertising agency, the role and features of Web sites, the measurement of effectiveness, Internet advertising and e‐commerce and the management of new media marketing communications. The author presents empirical evidence from a comprehensive study amongst UK marketers on contemporary practice, and proffers advice on best practice.

This paper aims to explore factors affecting young consumers’ purchasing of new smart products under the influence of social media.

Twenty semi-structured, face-to-face, in-depth interviews were conducted with young consumers who used new media, and five extended interviews were conducted with popular smartwatch retailers in Macau.

The findings reveal that they tend to garner product information from multiple channels of communication. Social media exert the greatest influence. Reliable information, strong branding and interactions with vendors are also influential, although new product pre-announcements may be boring and difficult to understand.

This study presents new insights into diffusion of innovation theory and provides retailers launching smart products with a better understanding of their target young customers’ purchasing behavior.

Despite a lot of agricultural initiatives by the government in a regionally diversified country like India, agriculture is poor, and farmer suicide cases are rampant. This study aims to socially transform and bring behavioural change among the farmers of southern India through the usage of new media. The research has gauged the factors that affect new media accessibility and usability, hindrances in the process and change of farmer’s behaviour through online social marketing bringing social transformation.

The study is action participatory in nature, and the data is triangulated by conducting a survey at the first level using the Delphi technique among 184 rural south Indian farmers who are smartphone users use new media, and at the next level, the farmers were requested to use WhatsApp for agricultural new sharing, and in the last stage, personal interview with entrepreneurs and farmers has been conducted to understand their new media adoption, e-learning and online social marketing.

New media is the best way to transform agricultural practices socially. It is a forum where all the farmers of the country can get together and address the issue of the agrarian crisis. Online social marketing (OSM) through WhatsApp is one of the best methods of behavioural change because different farmers can share their experiences and emotion for the crisis and give an appropriate solution to a problem. And, one of the most important features of OSM is it removes third parties from miscellaneous issues be it selling, buying or seeking and sharing information.

Despite trying to cover different hindrances in the way of social marketing of agriculture, the study is not free without its limitations. Language was a barrier, and this study require a lot of time to perceive the changes and adoption. Also, due to time constraint, the authors have categorically clubbed innovators, early adopters and early majority in the same layer opinion leaders and adopters of innovation. These could be analyzed separately in five layers, as suggested by Rogers (1995).

From the managerial perspective, the government should extend services that teach the agriculturists, farmers the use of new media. The marketers and makers of apps and software can tap into this business for launching products for farmers. We need apps designed only for farmers, where agricultural and farming practitioners all over the country and globe can interact about their products, conditions of agriculture and give solution to issues arising in agriculture and farming.

The researchers posit that there are hardly any studies that provide strategies to the agricultural and farming sectors in a regionally diversified country like India. The study is one of its first kind to propose new media strategies to reach out to the farmers of different regions and segmentation for a behavioural change and adoption of new media for better and sustainable agriculture. It has gauged into the factors that affect new media accessibility and usability among farmers and simultaneously gave strategy for behavioural change.