نوع مقاله : مقاله مستخرج از رساله دکتری
نویسندگان
1 گروه مدیریت بازرگانی، واحد قشم، دانشگاه آزاد اسلامی، قشم، ایران
2 استادیار دانشکده مدیریت و حسابداری، گروه مدیریت بازرگانی، دانشگاه هرمزگان، هرمزگان، ایران
3 استادیار گروه مدیریت صنعتی، دانشکده مدیریت و حسابداری، دانشگاه هرمزگان، بندرعباس، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Successful cinema marketing is one of the most important advertising and marketing strategies that is used today in major countries in the world of cinema. Today, the form of direct marketing and advertising in the cinema space has become obsolete and new methods have been introduced for this purpose. Therefore, the aim of the current research is to present a successful model of cinema marketing and then measure the most important effects of its strategies. For this purpose, firstly, the desired conceptual model was presented, which includes 5 causal factors, contextual factors, intervention factors, strategies and finally consequences. The research method of the present study is applied in terms of purpose and in terms of nature, it is classified as descriptive-survey research. The statistical population of this research is the people of advertising in cinema, which includes investors, producers and employees of cinema advertising institutions, whose number is uncountable, and using Cochran's formula at a confidence level of 95%, 384 people were selected through available sampling. The method of statistical analysis is also done in descriptive statistics using spss software and in inferential analysis using smart pls software in the method of structural equations. Also, the results of the research in the quantitative part showed that the variables of the causal conditions of the research on the marketing of cinematic situations (0.641), the marketing of cinematic situations on the research strategies (0.526), the intervening factors of the research on the research strategies (0.687),
کلیدواژه‌ها [English]
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