Marketing and consumption of art products: the movie industry

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.

The Effects of Audience's Attitudes on Actor, Character, Movie and Product Placement on the Brand Attitude

“…Similarly, the parasocial interaction theory posits that the audience's attitudes toward actors and characters in movies or TV series may be influenced by the emotional relationship they develop over time. Drawing from these two theories, the celebrities in movies and TV series, the characters they play, and the audience seem to be closely linked to the audience's attitude toward the movies because the actors and the characters they play affect the audiences' movie preferences to a great extent (Ulker-Demirel et al, 2018). Therefore, we hypothesize that the attitudes toward actors and characters could affect the attitudes toward the movie, the product placement in the movie, and, thus, the brand.…”

From aura to jargon: the social life of authentication

“…Record companies tend to use the label of authenticity for the purposes of commercial gain (Wilson, 2011). Art organisations have shown a growing interest in the marketing concept (Ulker-Demirel et al, 2018). Film tourism, i.e., when consumers travel to the distant locations they have seen on screen in their favourite films and TV shows, has exploded over the last years (Tzanelli, 2007).…”

Os perfis de consumidores de atividades culturais e os fatores de exclusão da participação cultural de brasileiras e brasileiros

“…Artes concorrem diretamente com outras opções de entretenimento e lazer, e devido ao aumento da concorrência nessas indústrias, a adoção de estratégias de marketing assume um papel crucial para atingir os consumidores (Ulker-Demirel, Akyol, & Simsek, 2018).…”

“…Este período marcou o início do marketing filantrópico e os primeiros esforços para integrar os conceitos de marketing no setor de artes (Colbert, 2017;Colbert & St-James, 2014). Muitos autores ainda defendem a ideia de que, no marketing das artes, o produto não é uma das variáveis que pode ser ajustada pelo profissional de marketing (Colbert, 2003;Ulker-Demirel et al, 2018 (Vargo & Lusch, 2004 Kolhede e Gomez-Arias (2016) estudaram a segmentação de consumidores infrequentes de artes e seus resultados sugerem que há subsegmentos de clientes não frequentes de eventos de artes cênicas, diferenciados não apenas por sua propensão relativa a participar dos eventos, mas também por sua sensibilidade a elementos do mix de marketing, fornecendo evidência empírica para apoiar tomadas de decisão em marketing. Alguns autores defendem, no entanto, que este tipo de segmentação, apesar de muitas vezes ajudar o gerente de marketing, é involuntariamente excludente e discriminatório (Huntington, 2007).…”

“…). "O marketing de artes é a arte de alcançar segmentos de mercado que provavelmente estarão interessados em um produto, ao mesmo tempo em que ajusta o produto às variáveis comerciais -preço, local e promoção"(Ulker-Demirel et al, 2018). Para estes autores, o marketing neste caso é para colocar o produto em contato com um número suficiente de consumidores e atingir os objetivos compatíveis com a missão da organização cultural.…”