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Media Management and Social Media Business: New Forms of Value Creation in the Context of Increasingly Interconnected Media Applications

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Handbook of Social Media Management

Part of the book series: Media Business and Innovation ((MEDIA))

Abstract

Media companies are facing the problem of modeling the increasingly volatile and complex forms of emergent media use and of channeling them through their services in order to create a sustainable business model. Anticipating these patterns and converting them into stable forms of use allows for companies to identify new ways of value creation.

The authors argue that concepts other than the value chain are necessary to model this type of value creation. Although it has seldom been used with regard to media as of yet, especially the value network is considered to be relevant in this context. In times of digitization and convergence, media companies become increasingly granular and depend on strategic co-operations within networks, e.g. regarding production and marketing. Moreover, the consumers become an active part in value creation as “prosumers”.

This chapter attempts to investigate the manifold points of contact between media use and corresponding concepts of value creation in networks of micro business models. For that purpose, the authors combine approaches from media management and media studies.

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Acknowledgements

We would like to thank Prof. Dr. Jürgen E. Müller (Media Studies, University of Bayreuth) for setting up the initiative “Networks in Media Culture and Media Economy” as a valuable and fruitful platform of trans-disciplinary research, which inspired us to write this paper.

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Authors and Affiliations

  1. University of Bayreuth, Bayreuth, Germany

    Reinhard Kunz & Stefan Werning

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  1. Reinhard Kunz
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  2. Stefan Werning
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Corresponding author

Correspondence to Reinhard Kunz .

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Editors and Affiliations

  1. Institute for Media Business, Media Business Transfer Center, Berlin, Germany

    Mike Friedrichsen

  2. Humboldt Media Business School, Berlin, Germany

    Wolfgang Mühl-Benninghaus

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Kunz, R., Werning, S. (2013). Media Management and Social Media Business: New Forms of Value Creation in the Context of Increasingly Interconnected Media Applications. In: Friedrichsen, M., Mühl-Benninghaus, W. (eds) Handbook of Social Media Management. Media Business and Innovation. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-28897-5_15

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