Izvorni znanstveni članak
https://doi.org/10.1080/1331677X.2022.2080734
How does genre preference influence the importance of film marketing mix elements: evidence during the COVID-19 pandemics
Dejana Nikolic
Milica Kostic-Stankovic
Veljko Jeremic
Sažetak
This paper aims to propose a conceptual model which will unveil
how fans of different film genres observe the importance of elements
of marketing mix when consuming products in the film
industry during COVID-19 pandemics. To verify the proposed conceptual
model, a survey was conducted during the lockdown and
the responses of 1606 individuals from Serbia, who declare themselves
as film fans, were analyzed using structural equation modelling
analysis. The results support the assumption that the
respondents who prefer different film genres give different
importance to elements of the film marketing mix. Our findings
show that based on the genre of the film marketing activities can
be tailored so as to improve their effects, especially during the
pandemics and post-pandemics period. It is believed that the
herein presented research could initiate further research on the
issue of modelling marketing activities in the film industry based
on consumers’ genre preference and behavior.
Ključne riječi
Film industry; genre preference; structural equation modelling; film marketing mix; consumer behavior
Hrčak ID:
304280
URI
Datum izdavanja:
31.3.2023.
Posjeta: 819 *