![]() ![]() Originality/value–Although there have been a number of studies that examine the simple relationshipsamong 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. In addition, the frequency of attendance to cultural events can be determinative of the audience and helpful for industry professionals. 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.ĭesign/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.įindings–The results show that promotion, actor or actress, and diversity of distribution channels have apositive effect on people’s purchase intention. ![]() Purpose–The purpose of this paper is to investigate the impact of the importance, assigned by audiences, offactors such as people, movie features, script, price, promotion, and distribution channels (defined as a moviemarketing mix) on the audience’s buying intentions, as well as the impact of their buying intentions on wordof mouth (WOM).
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