nep-ipr New Economics Papers
on Intellectual Property Rights
Issue of 2019‒09‒02
two papers chosen by
Giovanni Ramello
Università degli Studi del Piemonte Orientale “Amedeo Avogadro”

  1. The Effects of Internet Book Piracy: Case of Comics By Tatsuo Tanaka
  2. How Banned Brands Come To Light: A Content Analysis on Stealth Marketing Cases From Turkey By Zöhre Akyol; Mehmet Tokatl?

  1. By: Tatsuo Tanaka (Faculty of Economics, Keio University)
    Abstract: In this study, the effects of internet book piracy in the case of the Japanese comic book market were examined using direct measurement of product level piracy ratio and a massive deletion project as a natural experiment. Total effect of the piracy is negative to the legitimate sales, but panel regression and difference-in-difference analysis consistently indicated that the effect of piracy is heterogeneous: piracy decreased the legitimate sales of ongoing comics, whereas increased the legitimate sales of completed comics. The latter result is interpreted as follows: piracy reminds consumers of past comics and stimulates sales in that market.
    Keywords: copyright, comic, piracy, Internet, DID
    JEL: D12 L82 M3 O34
    Date: 2019–08–08
  2. By: Zöhre Akyol (Ege University); Mehmet Tokatl? (Ege University)
    Abstract: Changing marketing practices, legal regulations and new media channels push brands to use different marketing tactics. In all changing marketing tactics, stealth marketing shines out due to restrictive law that forbids some brands and sectors to run a marketing campaign in Turkey. As a term stealth marketing is a technique to deliver the brand's message to the people who should not realize the message is received as a marketing or sales purpose. In this way, brands are able to deliver desired messages for their target publics without getting caught by any restrictive laws. As the main channel to be used under this purpose is social media that shines out compared to traditional. The main reason for that is when traditional media is easy to control by the laws but social media doesn't. In this paper, we made a research about how these banned brands run a stealth marketing campaign in Turkey. Three brands that run a clear stealth marketing campaign from the alcoholic beverages sector are chosen and their campaign and it's social media site (Instagram) are analyzed with content analysis method for six months of duration. Analyzes show that brands use made up names and identities for running their campaigns to avoid getting caught from laws. Also, it is clear that all made up names that brands use have very similar corporate identities with the original brand. According to social media analyzes, storytelling shines out as a main structure of brands use in their Instagram posts and creating an interaction is also shines out as the main strategy that brands use in their stealth marketing campaigns.
    Keywords: Stealth marketing, Turkey, Alcohol Brands
    JEL: M31
    Date: 2019–07

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