Abstract:Purpose
This paper aims to uncover the influence of copyright holder/digital media policies on digital piracy behavior using the brand hegemony rejection (BHR) theory.
Design/methodology/approach
Content analysis of in-depth personal interview data from active digital pirates is analyzed using BHR theory.
Findings
BHR is found useful in understanding pirating motivations, which vary greatly across time and across digital mediums. Piracy is often motivated by profit enhancing policies of big media copyright… Show more
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