The paper "Game of Clones - the Dark Side of Consumer Behaviour" is an outstanding example of a business literature review. Technological advancement has provided numerous methods of developing and sharing content. The content developers have to generate revenues for their respective products and services while also satisfying the requirements of the customers. However, customers have continuously downloaded games such as Game of Clones without considering the impact to the developers. Downloading and engaging in piracy is a consumer behaviour that aims to satisfy individual goals without considering the wider impact of their activities.
Hence, analysing content infringement from the consumer behavioural perspective is crucial to appreciate the motivating factors to behave in an identified manner. 1.2 Target Market The target market is young people between the ages of 18 and 25 years who want to enjoy online content without making purchases. The target market lack access to appropriate funds and resources but through social media engagement are persuaded to engage in activities, which enables watching or enjoying the content. 1.3 Problem/Opportunity Statement The purpose of the report is to analyze the reasons why consumers between ages 18 and 25 years pirate and mechanisms, which can be employed to address the behaviour. 2.0 Literature Review & Framework 2.1 Overview of literature on the topic Peukert, Claussen & Kretschmer (2017) focused on the effect of the shutdown of Megaupload on revenues.
Megaupload was a platform whereby consumers downloaded a variety of pirate products, and the argument was that the platform decreased revenues. The authors wanted to see the impact of the shutdown of Megaupload on revenues of wide release vs. niche movies. Peukert, Claussen & Kretschmer (2017) found out that the closure of Megaupload benefited the wide release movies but the average effect of the closure was negligible.
Online copyright enforcement and piracy are associated with information externalities since online piracy contributes to spreading information on product characteristics with different feedback of the consumers.
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