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The television (TV) content ecosystem has shifted from traditional broadcasting systems to dedicated content producers and over-the-top (OTT) services. However, less empirical effort has been paid to the actual behaviors of the mobile users who watch TV content when explaining the impact of OTT service and mobile network profiles in watching TV content. This study aims to investigate the impact of gratifications and attitude formed by mobile TV users on actual mobile TV watching behaviors, as well as the moderating impacts of paid OTT service subscriptions and mobile network profiles, based on gratification theory, cognition–affect–behavioral (CAB) framework, sunk cost effect and walled-garden effect.

This study employs the generalized linear model (GLM) with generalized estimating equations (GEE) to test hypothesized relationships. A total of 338 mobile phone users who have been watching TV content using a mobile phone participated in the survey. The moderating variables, 4 types of paid streaming platform subscriptions, were classified based on the walled gardens formed by mobile telecom services.

The study’s results revealed that obtained gratifications and opportunity constructs substantially influenced a mobile phone user’s attitude and behaviors. Additionally, mobile network profiles and the degree of access to paid platform services played significant moderating roles in the relationship between users’ attitudes and behavior.

This research enriches the existing OTT service literature and is one of the pioneering studies investigating the walled-garden effect’s role in mobile phone users’ actual watching behaviors, offering valuable practical implications for the OTT platform providers.

This study aims to evaluate the behavioral predictors that affect tourists’ intentions to visit silver screen destinations.

The survey questionnaire was composed of multi-item measures, and a total of 432 questionnaires were collected by purposive sampling technique. Participants were asked about sensory stimuli, social stimuli, naturalistic stimuli, cultural stimuli, hospitality culture stimuli, cognitive responses, affective responses and behavior approach, which were evaluated using a seven-point Likert scale.

The authors discovered that cognitive and affective responses positively influence the tourists’ intention toward destinations with film-induced tourism, because tourists highly value unique and refreshing symbolic connotations of silver screen destinations, which are commonly predisposed to nostalgia and poetic on the scene.

The originality of this study and the theoretical value of the present research lies with revealing specific relations within the film-induced experienscape constructs that are based on the multistakeholder and multidisciplinary approach. Moreover, this study puts forward constructive suggestions for destination stakeholders in regard to how to market film-induced tourism that uses a multidisciplinary approach that is encompassed by experienscape constructs, which thereby reinforces the film-induced tourists’ experience and their behavior approach.

This case was written with publicly available information about Nintendo.

In the 1980s and 1990s, Nintendo dominated the video game industry with a market share of 90%. In 2020, Nintendo’s market share dropped to nearly 31%. This case examines a 40-year history of Nintendo, including its core strategy of video game and video game console development and its growth strategy using its intellectual property. Throughout its history, Nintendo has faced and continues to face stiff competition from Sony, Microsoft and new emerging technologies like virtual reality video games. Nintendo has the challenge of competing in a rapidly changing industry with changing customer preferences where it once had a dominant market share. Can Nintendo continue competing, relying on its core competency of developing new video games and consoles? Or moving forward, should it further define itself more broadly by continuing to leverage its intellectual property in the entertainment industry?

This case is suitable for undergraduate courses in marketing, marketing management and business strategy, or where an instructor focuses on strategic decision-making. This case will provide valuable in-class discussions on the importance of defining what a business should do and how it should grow. Additionally, this case will be useful for courses that include advanced discussions on tradeoffs between focusing on core competencies and growth by expanding into other opportunities that are not necessarily part of a business’s core strategy. A portion of this case was tested in an undergraduate marketing strategy and marketing principles course. The case created an excellent environment for critical thinking and analysis.

In this era of technological advancement, the capabilities of devices and telecommunications have changed the pattern of media consumption among consumers. This study examined the research landscape and advancements in OTT services.

This study adopted a hybrid review consisting of bibliometric and thematic analyses to present advancements in the OTT platforms. A hybrid review integrates both systematic and narrative approaches by emphasizing a literature search strategy and the study selection process.

This study focuses on previous literature to understand recent developments in the domain. The authors derive six major OTT themes: OTT infrastructure and technology advancement, OTT consumption behaviour, shifting trends towards OTT platforms, viewers’ engagement in digital media, OTT in the global market, OTT policies and regulatory mechanisms.

The findings of this study will be useful for marketers/stakeholders associated with the entertainment and media industries, such as sales promotion teams, media planners/advertisers, content management companies and policy regulators, to penetrate OTT viewers.

The literature related to OTT is progressively rising, but it remains highly fragmented because of inconsistencies in the methodologies and theories used in the domain of OTT. This study offers directions in terms of theory, methodology and future research on OTT services.

Fairy tales were first transmitted orally to teach the community to adapt and engage with their surroundings (Zipes, 1987, p. 1). Nonetheless, they have also contributed to reproduce traditional gender roles and stereotypes (Meland, 2020, p. 912). Indeed, they encourage ‘females to become passive self-denying, obedient, and self-sacrificial’, and males to ‘be competitive, authoritarian, and power-hungry as well as rational, abstract, and principled’ (Zipes, 1987, p. 3). Likewise, Western fairy tales are characterised by a racial dichotomy manifested through the uses of colour: purity is usually associated with white, while black is related to death. This binary opposition suggests that ‘[w]hiteness is often the invisible, privileged state, whereas any other skin colour is marked and laden with ideological judgments’ (Jorgensen, 2013, p. 56).

Carnival Row (2019–2023) is a neo-Victorian TV series created for Amazon Studios that rewrites Western fairy tales through the lens of postcolonial and gender studies. It is set in a fantastically reimagined Victorian England, where mythological creatures – e.g. fairies or centaurs – are allegorical representations of the ethnic Other. The male protagonist of this series, Philo, is a ‘half-breed’ – half human, half fairy – who passes as human to avoid racial discrimination. However, he evolves from being a male character who rejects his ethnic identity to a heroic figure who eventually embraces his racial origins at the end of Season 1. As I demonstrate in this chapter, Philo's nuanced development arguably subverts traditional depictions of white male heroes in fairy-tale narratives, where they tend to be portrayed as strong, principled and non-complex characters.

This study aims to construct a sentiment series generation method for danmu comments based on deep learning, and explore the features of sentiment series after clustering.

This study consisted of two main parts: danmu comment sentiment series generation and clustering. In the first part, the authors proposed a sentiment classification model based on BERT fine-tuning to quantify danmu comment sentiment polarity. To smooth the sentiment series, they used methods, such as comprehensive weights. In the second part, the shaped-based distance (SBD)-K-shape method was used to cluster the actual collected data.

The filtered sentiment series or curves of the microfilms on the Bilibili website could be divided into four major categories. There is an apparently stable time interval for the first three types of sentiment curves, while the fourth type of sentiment curve shows a clear trend of fluctuation in general. In addition, it was found that “disputed points” or “highlights” are likely to appear at the beginning and the climax of films, resulting in significant changes in the sentiment curves. The clustering results show a significant difference in user participation, with the second type prevailing over others.

Their sentiment classification model based on BERT fine-tuning outperformed the traditional sentiment lexicon method, which provides a reference for using deep learning as well as transfer learning for danmu comment sentiment analysis. The BERT fine-tuning–SBD-K-shape algorithm can weaken the effect of non-regular noise and temporal phase shift of danmu text.

Taking the Mamá Fit memes and other social media eruptions as a starting point and delving deeper into popular print media, this chapter traces the racialized and gendered practices that constitute fitness in El Salvador in a diasporic context. Importantly, the word fit is now often expressed in English, captured in the names of commercial gyms and diet advertisements; the use of this word signals an important cultural change in conventional understandings of the body in a Spanish-speaking society. By charting the emergence of this new health/beauty norm in a transnational domain, this chapter explores the relationship between shifting patterns of gendered body discipline and changes in El Salvador’s location within the global political economy. This chapter argues that fitness discourse has become a subtle, but powerful, conduit for coloniality during a renegotiation of the meaning of gender to fit a neoliberal reality. The argument ends by pointing in the direction of future research to explore how this discourse is experienced in embodied practice with potentially contradictory impacts in Salvadoran society.

This qualitative study investigated the relationship between beauty standards and identity in the United States from the perspective of 20 self-identified millennial Black women. During semi-structured virtual interviews, participants defined Black, American, and millennial beauty standards distinctly. American beauty was associated with Eurocentrism and mainstream media representation. Interpretations of a millennial beauty standard were aligned with perceptions of the generation as tolerant and politically conscious. Black American beauty standards embraced the range of hair textures and skin tones present in the African diaspora. While participants were cognizant of the different beauty ideals present, their interaction with beauty standards was ambivalent. Interviewees found beauty knowledge accessible through social media. However, they remain confined to a restrictive beauty standard due to workplace expectations around professionalism. Participants negotiated where and when to express their intracultural beauty ideals but participated in the beauty industry through processes of learning how to care for their hair in its natural state. Even though they have autonomy and flexibility in expressing their cultural styles, personal and professional repercussions are still plausible. Future studies can expand on these findings by exploring perceptions of American beauty standards from a different generation, region, or identity.

The purpose of this study is to compare measurement scales of sports fans’ motivations applied to women’s football.

A survey research approach was used to collect 574 valid responses from participants in Brazil and the USA. Three prominent scales – Sport Interest Inventory (SII), Sport Fan Motivation Scale (SFMS) and Motivation Scale for Sport Consumption (MSSC) are were compared using the structural equation modeling technique.

The results indicate that the SII scale demonstrates superior predictive power for variables such as “purchase intention,” “electronic word of mouth,” “identification as a fan” and “interest in women’s football” compared to the SFMS and MSSC scales. The primary motivation among followers and spectators of women’s football in the study was “supporting women’s opportunities” in sport.

While the study is grounded in the most relevant scales pertinent to the theme, the limited academic production on the subject hinders direct comparisons with prior research.

Leveraging the insights from the SII scale, football team managers can refine their marketing strategies by understanding the primary motivations driving women’s football consumption. This knowledge can inform targeted efforts to enhance women’s football consumption, subsequently expanding opportunities for women in the sport.

This study provides valuable information that can inform initiatives aimed at boosting women’s soccer consumption, thereby contributing to increased opportunities for women in the sport.

To the best of the authors’ knowledge, this study represents the first attempt to compare scales in the specific context of women’s soccer, contributing with a unique perspective to the development of women’s sports.

The role of the fairy godmother is a traditional archetype in the fairy tale genre, providing guidance and utilising transformative magic to enable the young heroes of the tales to find their happy endings. Shows such as Queer Eye feature LGBT+ people performing quasi-magical makeovers to reveal participants' ‘true selves’ and Pose and RuPaul's Drag Race have raised awareness of drag mothers and other forms of queer mentorship and support. As a result, the role of the fairy godmother is now opening up to include men and non-binary people.

One notable example is Billy Porter's ‘Fabulous Godmother’ in Cinderella (2021) who floats onto the scene, where the script, costuming, and performance underline his presentation as an openly queer character, taking Cinderella under his wing and providing her with the ballgown, chariot, and encouragement to attend the prince's ball. However, the fairy godmother is not simply gender-neutral. She remains a distinctly effeminate figure. Therefore, it remains to be seen whether this figure will eventually open up new forms of masculinity, reify existing images of queer femininity, or whether this diversity is simply a short-lived deviation from the existing trope.