No abstract

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. Design/methodology/approach The data were collected from 904 valid surveys conducted in Beyoglu, one of the important centres for the culture and art life of the Istanbul. Findings The results show that promotion, actor or actress, and diversity of distribution channels have a positive effect on people’s purchase intention. In addition, the frequency of attendance to cultural events can be determinative of the audience and helpful for industry professionals. Originality/value Although there have been a number of studies that examine the simple relationships among some of these variables (movie marketing mix, attendance, purchase intention, WOM, extraversion), there is still a gap in the literature with regard to these variables in an integrated framework. Considering these variables in the same model and analysing the effects of each dimension individually provides a better explanation of consumer purchase intention and post-purchase behaviour in the movie industry. This study extends the previous research by incorporating the concept of movie marketing and consumption by improving the scale with data collected in Istanbul, Turkey.

Although there is an extensive body of literature on ethnocentrism and boycott behaviour toward foreign products, this study focuses on how consumer behaviours with ethnocentric tendencies are affected by a boycott movement caused by an egregious act committed by a domestic business. The results show that although consumers tend to boycott strongly, given the egregious acts of a domestic business, their boycott behaviour is largely eliminated by ethnocentric sentiments. Therefore, no matter how the extent of the egregious act, ethnocentric tendencies seem to cause consumers to lose their sensitivity toward that kind of behaviour and to change their consumption preferences accordingly. K E Y W O R D Sboycott, ethnocentrism, egregious act, perceived egregiousness, PLS-SEM RésuméBien qu'il existe de nombreux travaux sur l'ethnocentrisme et le comportement de boycott à l'égard des produits étrangers, aucune étude ne s'est penchée sur la manière dont un mouvement de boycott provoqué par un acte flagrant commis par une entreprise nationale affecte les comportements des consommateurs présentant des tendances ethnocentriques. Les auteurs de cette étude se proposent précisément de combler cette lacune. Les résultats de leur étude montrent que bien que les consommateurs aient tendance à boycotter vigoureusement les produits étrangers après des actes flagrants commis par une entreprise nationale, leur comportement de boycott est largement neutralisé par les sentiments ethnocentriques. Par conséquent, quelle que soit l'ampleur de l'acte flagrant, les tendances ethnocentriques semblent faire perdre aux consommateurs leur sensibilité à ce type de comportement et les amener à modifier leurs préférences de consommation en conséquence.

In recent years, environmental factors have played a vital role in developing of the firm's production process. And also these factors have affected and shaped management decisions which has related with price, distribution and promotion process of firms. In this concept, green movement has gained more importance to enhance the environmental awareness. In this study we combine different academic views on stakeholder perspective for green policies of a company's that cover environmental friendly acts. In order to provide alternative point of views for the companies' green marketing concepts, various academic perspectives are examined. This literature research aims to investigate green policies; management thinking on environmental perspective and those creates significant impact on stakeholders' theories and marketing process.

Socio-economic, political, and socio-cultural changes that occur in specific periods over the years cause changes in social dynamics and social transformations. Generations, who are living in the same historical period and are expected to have similar consumption and lifestyle habits, are now a reference point for the companies and brands to correctly identify target consumers and choose the right communication tools. At this point, the changing technology has influenced the social structure, people and the way companies do business. Besides, the development and diversification of the means of communication by the influence of the internet technologies have caused the differentiation of the consumption behaviors and changed the connections and the ways of reaching the information. In the frame of these changes, the primary purpose is to examine consumption habits in the context of changing lifestyles and priorities of people with the effect of social transformations, as well as to explain the transformation of these changes regarding businesses, brands and communication tools.