Kajian perkembangan penelitian pemasaran film

Contemporary study of film marketing research

Nuryadi Wijiharjono

MPRA Paper from University Library of Munich, Germany

Abstract: The purpose of this study is to present the most likely conceptual scheme in film marketing research. Based on the study of several leading international journals, many factors are interrelated in film consumption so that the use of quantitative research alone is not sufficient in explaining the phenomenon of film consumption. Factors such as personal involvement with narrative and film characters are worthy of research. Some theories used by journal article writers reviewed in this paper are consumer behavior theory, marketing theory, cognitive theory, communication theory, group dynamics theory, and existentialist phenomenologies. As much. Analysis method on the five articles (quantitative) using regression statistic tool. The data used in the five articles (quantitative) is secondary data. Only on qualitative (phenomenological) approaches that use primary data, directly from the consumer experience.

Keywords: Film Consumption; Actor; Genre; Award; Release Strategy; Film Critics; Service- Innovations. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2017, Revised 2017-08
New Economics Papers: this item is included in nep-mkt
References: View references in EconPapers View complete reference list from CitEc
Citations:

Published in AGREGAT: Jurnal Ekonomi dan Bisnis 2.1(2017): pp. 247-271

Downloads: (external link)
https://mpra.ub.uni-muenchen.de/83349/1/MPRA_paper_83349.pdf original version (application/pdf)

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:pra:mprapa:83349

Access Statistics for this paper

More papers in MPRA Paper from University Library of Munich, Germany Ludwigstraße 33, D-80539 Munich, Germany. Contact information at EDIRC.
Bibliographic data for series maintained by Joachim Winter ().