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Fragmented Media and Consumer Empowerment by David Atilio Dominguez Pozo is a document available to read on EtoBox.

What is Fragmented Media and Consumer Empowerment about?

Media is increasingly fragmented as viewers watch niche content on their own schedules. Consumers are empowered through new technologies and social networks to share opinions and make purchasing decisions based on word-of-mouth recommendations from other users. This has implications for advertisers as ad skipping rises and brand messages are no longer solely controlled by companies but also influenced by consumer commentary online.

Author

David Atilio Dominguez Pozo

Language

EN