Impact of Social Media Marketing Campaigns and Preview Analysis On Ticket Purchasing Decision: The Mediating Role of E-Wom Towards Indonesian Movie Industry

Vaness Christopher Santoso, Antonius Siahaan and Panji Mukadis ()
Additional contact information
Vaness Christopher Santoso: Swiss German University
Antonius Siahaan: Swiss German University
Panji Mukadis: Swiss German University

A chapter in Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024), 2024, pp 722-734 from Springer

Abstract: Abstract This research discusses the importance of Digital Marketing influences on marketing activities mainly in Indonesia’s movie industry. Using a sampling method of both quantitative and qualitative measures to best indicate the cause and effect of this study. The study identifies Electronic Word of Mouth (E-WOM), Social Media Marketing Campaign (SMMC), Preview Analysis (PA) as the Independent Variable, and Ticket Sales Purchasing Decision (TSPC) as the Dependent Variable. This study sought to examine the significant impact of the digital age on the Indonesian film sector, with the goal of refining and enhancing the digital marketing approaches employed by film producers. Our investigation was grounded in the viewpoint of Indonesian screen audiences and enthusiasts, aiming to provide insights into the industry's dynamics.

Keywords: Digital Marketing; Electric Word of Mouth; Purchasing Decision; Preview Analysis; Social Media Marketing Campaign (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-585-0_49

Ordering information: This item can be ordered from
http://www.springer.com/9789464635850

DOI: 10.2991/978-94-6463-585-0_49

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().