Construct · 1 fields · 1 citations

broadcasting versus narrowcasting: a standalone construct

One name. One construct. A landmark on the map.

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broadcasting versusnarrowcasting1 CONSTRUCTBroadcasting versusBARASCH · DIGITAL MARKETING

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Digital marketing

the finding that people share self-presenting content with large audiences but more useful, other-focused content with a single recipient.

In digital marketing, broadcasting versus narrowcasting refers to the finding that people share self-presenting content with large audiences but more useful, other-focused content with a single recipient. This meaning comes from Barasch (2014) in Journal of Marketing Research.[1]

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Nearby constructs

share2 fields · 2 citationsjingle · one word, two constructs

References

  1. Barasch, A., & Berger, J. (2014). Broadcasting and Narrowcasting: How Audience Size Affects What People Share. Journal of Marketing Research, 51(3), 286-299. https://doi.org/10.1509/jmr.13.0238

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