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

In: Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024)

Author

Listed:
  • Vaness Christopher Santoso

    (Swiss German University)

  • Antonius Siahaan

    (Swiss German University)

  • Panji Mukadis

    (Swiss German University)

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.

Suggested Citation

  • Vaness Christopher Santoso & Antonius Siahaan & Panji Mukadis, 2024. "Impact of Social Media Marketing Campaigns and Preview Analysis On Ticket Purchasing Decision: The Mediating Role of E-Wom Towards Indonesian Movie Industry," Advances in Economics, Business and Management Research, in: Soebowo Musa & Eric J. Nasution & Derek Ong Lai Teik & Hanny N. Nasution & Gilbert M. Tumibay & Amiz (ed.), Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024), pages 722-734, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-585-0_49
    DOI: 10.2991/978-94-6463-585-0_49
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