Marketing and consumption of art products: the movie industry

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

ARTS AND THE MARKET, vol.8, no.1, pp.80-98, 2018 (ESCI) identifier

  • Publication Type: Article / Article
  • Volume: 8 Issue: 1
  • Publication Date: 2018
  • Doi Number: 10.1108/aam-06-2017-0011
  • Journal Name: ARTS AND THE MARKET
  • Journal Indexes: Emerging Sources Citation Index (ESCI)
  • Page Numbers: pp.80-98
  • Keywords: Attendance, Structural equation modelling (SEM), Movie marketing, Movie marketing mix, WORD-OF-MOUTH, FILM-CRITICS, FIT INDEXES, EXPERIENCE, MODEL, REVIEWS, SUCCESS, DETERMINANTS, SATISFACTION, SERVICE
  • Yıldız Technical University Affiliated: Yes


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.