Ethnic Consumer Markets and Movie Marketing: An Empirical Study on Marvel’s ‘Black Panther’ and Predictive Analytics of Ethnic Consumer Behavior of Moviegoers
Journal Title: Journal of Economics and Business - Year 2019, Vol 2, Issue 4
Abstract
The purpose of this study was to examine the movie, Marvel’s Black Panther and the predictive analytics of ethnic consumer behavior of moviegoers We examined box office receipts and trends on movies and box office successful films. The problem identified as a basis for this study is to examining marketing strategy and tactics of movie marketing in terms of traditional and non-traditional media strategy to moviegoers. This study is a continuation of the researchers' prior research on movie marketing and strategy and regression model predicting box office revenue. The overall objective of this research is threefold. First objective we examine what are the key ad variables that influence movie goers to see the movie. Second, the objective examined, how many key ad factors are a major influence on movie goers to see the movie. Last, the objective examined was how many key ad variables were an influence both online and offline ticket sales to see the movie. The study sample was taken across the country. We used a three-step process in the research design. This study had a protocol of studies. First, researchers conducted a pilot study with a (N = 147) moviegoers. Second, the formal was conducted on a larger size sample (N = 372) of moviegoers. The researchers used three statistical test designs: (a) descriptive statistics; (b) principle component analysis (PCA); and a (c) structural equation modeling (SEM). The results revealed two key findings. First, there were three factors that influence movie goers of the Black Panther movie: (1) Combination PR Activities; (2) Traditional Movie Marketing Ads and (3) Current and Future Movie Preferences. Second, we found that using the movie ad variables as endogenous variables, they were strong influences on moviegoer frequency. The use of social media to get information about movies was prevalent in the data.
Authors and Affiliations
D. Anthony Miles, Josh Garcia, Rossano Gerald, Wanda Goodnough, Lisa Mendez, d. t. Ogilvie, Eniola Olagundoye, Shantana Robinson, E L Seay
Keywords
Related Articles
- EP ID EP655984
- DOI 10.31014/aior.1992.02.04.153
- Views 63
- Downloads 0
The Effect of Advertising Information on Materialism and Buying Behavior – An Empirical Study
The objective of this study is to determine the effect of exposure to information in television advertisements on the consumer buying behavior in the Kingdom of Saudi Arabia (KSA). The study also explores the influence o...
Impact of Tunisian Revolution on the Relationship Between Macroeconomic Factors and Mutual Funds Performance
This paper aims first at determining the different macroeconomic factors that explain the variability of Tunisian mutual funds (UCITS) returns in the period of 2006 - 2016. Second, the paper tries to determine the effect...
E-Tourism Adoption of the Travel Agencies in Cebu City, Philippines
Information Communication Technology (ICT) plays an active role in the tourism industry. The application and integration of ICT are essential for the success of a tourism enterprise. ICT assists the individual in an ente...
Sociological Impact of Advertisements on Saudi Arabian Consumers
The impact of advertisement can be seen very clearly in various ways on Saudi consumers in the Kingdom. The purpose of this article is to investigate the impact of modern advertisement on Saudi consumers and how it influ...
The Effect of Operations Strategy on Performance of Consultancy Firms? An Empirical Survey of Management Consultancy Firms in Nairobi, Kenya
The purpose of this study was to establish the effect of operations strategy on the performance of management consultancy firms in Nairobi, Kenya. The objectives of the study were: to investigate the effect of resource m...