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Kajian perkembangan penelitian pemasaran film
[Contemporary study of film marketing research]

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  • Wijiharjono, Nuryadi

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.

Suggested Citation

  • Wijiharjono, Nuryadi, 2017. "Kajian perkembangan penelitian pemasaran film [Contemporary study of film marketing research]," MPRA Paper 83349, University Library of Munich, Germany, revised Aug 2017.
    • Handle: RePEc:pra:mprapa:83349
    as

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    References listed on IDEAS

    as
    1. Jehoshua Eliashberg & Anita Elberse & Mark A.A.M. Leenders, 2006. "The Motion Picture Industry: Critical Issues in Practice, Current Research, and New Research Directions," Marketing Science, INFORMS, vol. 25(6), pages 638-661, 11-12.
    2. Morris Holbrook & Michela Addis, 2008. "Art versus commerce in the movie industry: a Two-Path Model of Motion-Picture Success," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 32(2), pages 87-107, June.
    3. Elberse, Anita & Anand, Bharat, 2007. "The effectiveness of pre-release advertising for motion pictures: An empirical investigation using a simulated market," Information Economics and Policy, Elsevier, vol. 19(3-4), pages 319-343, October.
    4. Anita Elberse & Jehoshua Eliashberg, 2003. "Demand and Supply Dynamics for Sequentially Released Products in International Markets: The Case of Motion Pictures," Marketing Science, INFORMS, vol. 22(3), pages 329-354.
    5. Eliashberg, Jehoshua & Hegie, Quintus & Ho, Jason & Huisman, Dennis & Miller, Steven J. & Swami, Sanjeev & Weinberg, Charles B. & Wierenga, Berend, 2009. "Demand-driven scheduling of movies in a multiplex," International Journal of Research in Marketing, Elsevier, vol. 26(2), pages 75-88.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Film Consumption; Actor; Genre; Award; Release Strategy; Film Critics; Service- Innovations.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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