THE INFLUENCE OF MARKETING COMMUNICATION ITEMS ON DEMAND OF NEW EXPERIENCE-BASED PRODUCTS: A RESEARCH ON THE MOVIE INDUSTRY

Abstract

Today, with the increasing importance of the experience economy, the interest shown in the marketing strategies of experience-based products has also increased. In films, which are products based on experience, pre-vision marketing communication activities of new films are of great importance for attracting audiences. The aim of this study is to reveal the effects of movies pre-vision the communication activities of the traditional print media and social media (Instagram, Twitter, Youtube) on the number of audiences at the first weekend. The data of Turkish films with the highest turnover between 2014-2017 was compiled and a regression analysis was performed. As a result, it has been determined that pre-vision traditional print media and social media communication activities of the cinema sector were effective on the number of audiences at the first weekend. It has been observed that, trailers published on Youtube take the first place as being the most effective marketing communication activities on the demand. The traditional print media activities that are still effective, take the second place. The results of the study are important in terms of demonstrating that the combination of traditional printing and social media communication activities in the cinema sector has an impact on demand.

Keywords

• Experience-based product
• Marketing communication activities
• Film marketing
• Social media
• Movie industry

DENEYİME DAYALI YENİ ÜRÜNLERDE PAZARLAMA İLETİŞİM UNSURLARININ TALEBE OLAN ETKİSİ: SİNEMA SEKTÖRÜ ÜZERİNE BİR ARAŞTIRMA

Abstract

Bu çalışmanın amacı, sinema filmlerinin vizyon öncesi geleneksel yazılı medya ve sosyal medya (Instagram, Twitter, Youtube) iletişim faaliyetlerinin ilk hafta sonu seyirci sayısı üzerindeki etkisini araştırmaktır. Türk sinema sektörünün hızlı bir yükselişte olduğu 2014-2017 yılları arasındaki en fazla ciro yapan yerli filmlerin pazarlama iletişim faaliyetleri ve ilk hafta sonu seyirci sayısı verileri regresyon analizi yapılarak incelenmiştir. Araştırma sonucunda, sinema sektörü vizyon öncesi geleneksel yazılı medya ve sosyal medya iletişim faaliyetlerinin ilk hafta sonu seyirci sayısı üzerine etkili olduğu tespit edilmiştir. Çalışma sonucunda Youtube’da yayınlanan fragmanların, talep üzerinde en etkili pazarlama iletişim faaliyeti olarak ilk sırada yer aldığı görülmektedir. İkinci sırada ise geleneksel yazılı medya faaliyetlerinin hala etkili pazarlama iletişim faaliyetinden biri olduğu tespit edilmiştir. Çalışmanın sonuçları, sinema sektöründe geleneksel yazılı medya ve sosyal medya iletişim faaliyetlerinin birlikte uygulanmasının talep üzerinde etkili olduğunu göstermesi açısından önem taşımaktadır.

Keywords

• Sinema sektörü
• Deneyime dayalı ürün
• Pazarlama iletişim faaliyetleri
• Film pazarlaması
• Sosyal medya

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