Marketing and consumption of art products: the movie industry


Creative Commons License

Ulker-Demirel E., Akyol A., Simsek G.

ARTS AND THE MARKET, cilt.8, ss.80-98, 2018 (ESCI İndekslerine Giren Dergi) identifier

  • Cilt numarası: 8 Konu: 1
  • Basım Tarihi: 2018
  • Doi Numarası: 10.1108/aam-06-2017-0011
  • Dergi Adı: ARTS AND THE MARKET
  • Sayfa Sayıları: ss.80-98

Özet

Purpose The purpose of this paper is to investigate the impact of the importance, assigned by audiences, of factors such as people, movie features, script, price, promotion, and distribution channels (defined as a movie marketing mix) on the audience's buying intentions, as well as the impact of their buying intentions on word of mouth (WOM). In addition, the intention is to explore the relationship between the preference and frequency of people's cultural event attendance with their buying intention and the relationship between people with extroverted personalities and WOM.