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The purpose of this paper is to identify the modes of digital content creation for digital libraries and discuss the associated copyright issues with the types of digital content.

Prevalent copyright laws in India in the context of digital content have been studied and issues related to specific types of digital content have been discussed.

In addition to two known types of digital content, namely born digital and turned digital, a third type, gained digital has been delineated. It is found that extant copyright laws, particularly in India, allow scope for forming opinions with regard to digital content thereby giving room for insecurity for digital content creators.

Copyright laws in the context of World Intellectual Property Organization and India only have been discussed.

The paper will be useful to digital content creators and digital library managers/administrators to understand copyright issues relevant to the digital library.

The classification of digital libraries based on content as has been delineated in this paper is an original work and has reported for the first time. The linking of digital content with the copyright issues makes it useful.

The authors expect that media and entertainment (M&E) providers will increasingly be challenged to offer consumers entertainment experiences that are more relevant, and therefore perceived as more valuable. This paper aims to investigate this issue.

The paper looks at the authors' 2011 survey, which revealed four prominent types of “digital personalities” that are not age‐based, but instead are based on the combination of degree of access to content and intensity of content interaction.”

The paper finds that to move beyond merely distributing digital content, M&E providers should: think and act like business‐to‐consumer (B2C) companies, no matter where they sit in the industry value chain; target consumers' specific digital personalities; deliver holistic, relevant content experiences – not just content alone; and create new flexibly integrated, cross‐channel digital revenue models that can deliver value comparable to traditional models.

The fourth annual IBM Institute for Business Value digital consumer survey questioned over 3,800 consumers in six countries – China, France, Germany, Japan, the UK and the USA – to evaluate current and future digital content consumption behaviors.

Making digital content more social includes finding smarter ways to connect to customers, connect the ecosystem and refine content.

The paper provides useful information on making digital content more social and smarter ways to connect to customers, the ecosystem and to refine content.

This paper aims to clarify the relationship between researcher, digital librarian, and cataloger supporting collection building in institutional repository (IR). It also aims to propose modeling the collaborative process and outline why and how cooperative partnership is important throughout the IR content building process. The study seeks to contribute to the body of knowledge of IR collection building by including a faculty‐centered approach and level of data curation aspects than is normally found in IR content building literature.

The paper opted for an experimental approach of IR collection building, including several interviews and one expert group discussion with faculty representing the department of anthropology. The data were complemented by digital collection description and accessibility in IR, online public access catalog (OPAC) and OCLC WorldCat.

The paper provides empirical insights about how faculty contribution is brought about during IR content building. It suggests that digital librarians act as “integrating forces” on two levels: integrating the elements of level of data curation for digital objects representation and discoverability, and mediating between digital objects description and the researcher.

Because of the chosen research approach, the research results may lack general application. Therefore, researchers are encouraged to test proposed propositions further.

The paper includes implications for the development of a mature and fully realized IR, the development of “data curators” and for managing the balance between participation and content.

This paper fulfills an identified need to study how levels of data curation can be enabled.

The meta‐trends that are revolutionizing the media and entertainment industry are also rocking other industries. Many industries can learn from this IBM Consulting article’s presentation of trends, its recommended new business model and a scenario of what the industry will be like in the year 2010. The dilemma: digital technology that enables customers to easily copy and distribute new offerings threatens the economics of the industry but also opens new business frontiers. The need: to create an open media company. The closed and proprietary media and entertainment business models of years past will give way to open media business strategies that will enable forward‐looking companies to exploit significant opportunities for profitability within these trends. The economics: while, at present, digital technologies, such as those that permit easy copying, undermine the traditional economics of the media business they also can create new business models and opportunities. New digital technologies will support improved business intelligence, thus enabling the open media firm to identify higher‐value business components and assets. In the uncertain markets described in the scenario, companies will employ advanced data analytics to adapt and respond to changing conditions. Digital management capabilities will likely become a core competency and differentiator. The guidelines: ten strategic guidelines for players evolving toward becoming the open media company of the future are offered.

How does gender equity fare in the digital public sphere(s)? To understand the mechanism of the gender gap, this study analyzes the interaction of gender with class, age, and parenthood. With American national survey data, this research compares different types of online content production practices in this blurred digital public sphere(s). Findings show differences between men and women in five of six digital content creation activities. Women are more likely to consume online content; men are more likely to produce it. From more public blogging to more private chatting, inequality persists. Interactions with gender show (1) women from higher educational levels face more inequality compared to their male counterparts than do women from lower educational levels; (2) age is not a factor in the gender gap; and (3) generally, parental status fails to explain the production divide. Understanding the gender gap and its mechanisms can help ameliorate inequalities. Some argue that the Internet is a more egalitarian public platform for women while others find gender inequality. But neither body of research has attended to the blurring of the public and private spheres on the Internet.

At the end of this study, students should analyze the re-orientation of innovation music business model strategy to create a new market using the Blue Ocean Strategy of Sun-Eater Records Company. Furthermore, they should be able to implement the business model transformation in the music industry in this digital media era based on data and technological capability. Students should analyze the digital content strategy that is relatable and relevant to music customers/users through content creation. Finally, they need to create the content strategy applicable to promotion and marketing innovatively in the music business.

This study analyzes how a Jakarta-based independent music company, Sun Eater Records, changed its strategy in response to the Covid-19 pandemic. The adverse effect of the pandemic on this company included a massive drop in sales of products and revenues from tours, festivals and outdoor music performances. Music industry stakeholders were confused and frustrated because of the restriction and the implementation of the social distancing policy, as most of their business models depended on live music showcases and selling records. The protagonist of this study, Kukuh Rizal Arfianto, is the director and co-founder of Sun Eater Records. Kukuh’s experience during the pandemic is used to capture the dilemma faced by the music industry players in Indonesia. This agile businessman transformed this music company by embracing digitalization. Inspired by the business models of Disney and 88 Rising (Music Management), Sun Eater Records developed various derivatives digital products. The company did not only sell music through digital content, it also developed several complementary products with music as their main theme. These innovative creations include mini-documentary, virtual concerts, compilation albums serial, digital comics, and Covid-19 Campaigns. The company is quite active in leveraging digitalization to survive in this business compared to other industry players. This study provides communication and design students opportunities to analyze how to draft an effective content strategy in the industry, in this case, the music industry.

This case is designed mainly for Management, Innovation, and Digital Communication course at the Bachelor's level program.

Teaching notes are available for educators only.

CSS 11: Strategy.

The increasing importance of digital content creation in relation to content marketing and promotion of library and information services in the Fourth Industrial Revolution (4IR) has attracted global attention. Thus, the purpose of this study is to theoretically examine librarians’ role in the creation of digital content in the 4IR.

This study used the review method to theoretically examine the nexus between digital content creation and librarians’ role in the 4IR.

This study showed that librarians are well positioned to become professional digital content creation, as they already possess the basic skills needed to create effective content for high user engagement.

This study seeks to pioneer a new area of focus by linking librarians’ skills to digital content creation skills and making a case for librarians as the perfect digital content creator.

Previous research on advertising in digital contexts has emphasized its persuasive and information processing roles for the customer. This paper aims to problematize this point of view and argues that the converged and interactive nature of digital media makes all advertising content into potential points of engagement in a digital media journey.

The paper is conceptual in nature and applies service logic (SL) and customer engagement to reconceptualize digital advertising and selling.

The authors present digital advertisements and digital media content as elements that contribute to a digital media journey, which ideally leads to a purchase. Advertising content is regarded as a resource used by consumers in their underlying value-creating processes. Thus, the digital advertising process is conceptualized as a customer-driven process of engaging with digital media content, where a purchase is incorporated in (and naturally follows from) the theme of engagement.

The paper introduces the concept of contextually embedded selling, which refers to a process where digital advertising content is thematically congruent with the surrounding editorial content, so that both contribute to the same consumer journey. Otherwise, consumers experience a contextual jump – a disconnect in theme, place or time during the consumer’s process of engagement with the digital content.

The paper contributes to advertising theory on advertising, engagement and the emerging research on consumer journey design by presenting an approach based on SL, namely, contextually embedded digital selling.

This paper aims to look at shifts in internet-related content and services economies, from audience labour economies to Web 2.0 user-generated content, and the emerging model of user computing power utilisation, powered by blockchain technologies. The authors look at and test three models of user computing power utilisation based on distributed computing (Coinhive, Cryptotab and Gridcoin) two of which use cryptocurrency mining through distributed pool mining techniques, while the third is based on distributed computing of calculations for scientific research. The three models promise benefits to their users, which the authors discuss throughout the paper, studying how they interplay with the three levels of the digital divide.

The goal of this article is twofold as follows: first to discuss how using the mining hype may reduce digital inequalities, and secondly to demonstrate how these services offer a new business model based on value rewarding in exchange for computational power, which would allow more online opportunities for people, and thus reduce digital inequalities. Finally, this contribution discusses and proposes a method for a fair revenue model for content and online service providers that uses user device computing resources or computational power, rather than their data and attention. The method is represented by a model that allows for consensual use of user computing resources in exchange for accessing content and using software tools and services, acting essentially as an alternative online business model.

Allowing users to convert their devices’ computational power into value, whether through access to services or content or receiving cryptocurrency and payments in return for providing services or content or direct computational powers, contributes to bridging digital divides, even at fairly small levels. Secondly, the advent of blockchain technologies is shifting power relations between end-users and content developers and service providers and is a necessity for the decentralisation of internet and internet services.

The article studies the effect of services that rely on distributed computing and mining on digital inequalities, by looking at three different case studies – Coinhive, Gridcoin and Cryptotab – that promise to provide value in return for using computing resources. The article discusses how these services may reduce digital inequalities by affecting the three levels of the digital divide, namely, access to information and communication technologies (ICTs) (first level), skills and motivations in using ICTs (second level) and capacities in using ICTs to get concrete benefits (third level).

This paper aims to draw attention to the emerging phenomenon of business to business (B2B) digital content marketing, offers a range of insights and reflections on good practice and contributes to theoretical understanding of the role of digital content in marketing. B2B digital content marketing is an inbound marketing technique and hence offers a solution to the declining effectiveness of traditional interruptive marketing techniques.

Semi-structured interviews were conducted with 15 key informants involved in B2B content marketing in the USA, UK and France, in five industry sectors.

B2B digital content marketing is an inbound marketing technique, effected through web page, social media and value-add content, and is perceived to be a useful tool for achieving and sustaining trusted brand status. Creating content that is valuable to B2B audiences requires brands to take a “publishing” approach, which involves developing an understanding of the audience’s information needs, and their purchase consideration cycle. Valuable content is described as being useful, relevant, compelling and timely. Content marketing requires a cultural change from “selling” to “helping”, which in turn requires different marketing objectives, tactics, metrics and skills to those associated with more traditional marketing approaches. The article concludes with a theoretical discussion on the role of digital content in marketing, thereby contextualising the findings from this study within a broader exploration of the role of digital content in marketing and relational exchanges.

As the first research study to explore the use of digital content marketing in B2B contexts, this research positions digital content marketing with regard to prior theory, and provides both an agenda for further research, and suggestions for practice.