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

Öz

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.

Anahtar Kelimeler

• 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

Öz

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.

Anahtar Kelimeler

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

Kaynakça

1. Ainslie, A., Drèze, X., & Zufryden, F. (2005). Modeling movie life cycles and market share. Marketing science, 24(3), 508-517.
2. Akyol, M., & Kuruca, Y. (2015). Sinema filmlerinin pazarlanmasında sosyal medyanın kullanımı. Akademik Yaklaşımlar Dergisi, 6(1), 64-92.
3. Albert, S. (1998). Movie stars and the distribution of financially successful films in the motion picture industry. Journal of Cultural Economics, 22(4), 249-270.
4. Ames, C. (2010). PR goes to the movies: The image of public relations improves from 1996 to 2008. Public Relations Review,36(2), 164-170.
5. Apala, K. R., Jose, M., Motnam, S., Chan, C. C., Liszka, K. J., & de Gregorio, F. (2013, August). Prediction of movies box office performance using social media. In 2013 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining (ASONAM 2013) (pp. 1209-1214). IEEE.
6. Archer-Brown, C., Kampani, J., Marder, B., Bal, A. S., & Kietzmann, J. (2017). Conditions in prerelease movie trailers for stimulating positive word of mouth: a conceptual model demonstrates the importance of understanding as a factor for engagement. Journal of Advertising Research, 57(2), 159-172.
7. Asur, S., & Huberman, B. A. (2010, August). Predicting the future with social media. In 2010 IEEE/WIC/ACM international conference on web intelligence and intelligent agent technology (Vol. 1, pp. 492-499). IEEE.
8. Bagella, M., & Becchetti, L. (1999). The determinants of motion picture box office performance: Evidence from movies produced in Italy. Journal of Cultural economics, 23(4), 237-256.

9. Basuroy, S., Desai, K. K., & Talukdar, D. (2006). An empirical investigation of signaling in the motion picture industry. Journal of marketing research, 43(2), 287-295.
10. Basuroy, S., Chatterjee, S., & Ravid, S. A. (2003). How critical are critical reviews? The box office effects of film critics, star power, and budgets. Journal of marketing, 67(4), 103-117.
11. Basuroy, S., & Chatterjee, S. (2008). Fast and frequent: Investigating box office revenues of motion picture sequels. Journal of Business Research, 61(7), 798-803.
12. Baumann, S. (2002). Marketing, cultural hierarchy, and the relevance of critics: Film in the United States, 1935–1980. Poetics, 30(4), 243-262.
13. Belleflamme, P., & Paolini, D. (2015). Strategic Promotion and Release Decisions in the Movie Market.
14. Boatwright, P., Basuroy, S., & Kamakura, W. (2007). Reviewing the reviewers: The impact of individual film critics on box office performance. Quantitative marketing and economics, 5(4), 401-425.
15. Boswijk, A., Thijssen, T., & Peelen, E. (2007). The experience economy: A new perspective. Pearson Education.
16. Box Office Türkiye, (2018) ; “http://boxofficeturkiye.com”, (Çevrimiçi), 10 Aralık 2018
17. Brewer, S. M., Kelley, J. M., & Jozefowicz, J. J. (2009). A blueprint for success in the US film industry. Applied Economics, 41(5), 589-606.
18. Burzynski, M. H., & Bayer, D. J. (1977). The effect of positive and negative prior information on motion picture appreciation. The Journal of Social Psychology, 101(2), 215-218.
19. Cabral, L., & Natividad, G. (2016). Box‐office demand: The importance of being# 1. The Journal of Industrial Economics, 64(2), 277-294.
20. Calantone, R. J., Yeniyurt, S., Townsend, J. D., & Schmidt, J. B. (2010). The effects of competition in short product life‐cycle markets: The case of Motion Pictures. Journal of Product Innovation Management, 27(3), 349-361.
21. Chakravarty, A., Liu, Y., & Mazumdar, T. (2010). The differential effects of online word-of-mouth and critics’ reviews on pre-release movie evaluation. Journal of Interactive Marketing, 24(3), 185-197.
22. Chiang, I. P., Wen, Y. F., Li, M. C., Hsu, C. Y., & Luo, Y. C. (2014). Using text mining techniques to analyze how movie forums affect the box office. International Journal of Electronic Commerce Studies, 5(1), 91-96.
23. Cooper-Martin, E. (1992). Consumers and movies: Information sources for experiential products. ACR North American Advances.
24. Dabhade, K. R., & Nandedkar, S. C. (2016). Box Office Performance using Movie Scripts using Kernel Based Approach. International Journal of Engineering and Management Research (IJEMR), 6(2), 230-236.
25. De Vany, A., & Walls, W. D. (1999). Uncertainty in the movie industry: Does star power reduce the terror of the box office?. Journal of cultural economics, 23(4), 285-318.
26. De Vries, L., Gensler, S., & Leeflang, P. S. (2017). Effects of traditional advertising and social messages on brandbuilding metrics and customer acquisition. Journal of Marketing, 81(5), 1-15.
27. Dellarocas, C., Zhang, X. M., & Awad, N. F. (2007). Exploring the value of online product reviews in forecasting sales: The case of motion pictures. Journal of Interactive marketing, 21(4), 23-45.
28. Duan, W., Gu, B., & Whinston, A. B. (2008). Do online reviews matter?—An empirical investigation of panel data. Decision support systems, 45(4), 1007-1016.
29. Eastman, S. T., & Billings, A. C. (2000). Promotion in and about sports programming. In Research in media promotion (pp. 216-243). Routledge.
30. Einav, L. (2007). Seasonality in the US motion picture industry. The Rand journal of economics, 38(1), 127-145.
31. Elberse, A., & Anand, B. (2007). The effectiveness of pre-release advertising for motion pictures: An empirical investigation using a simulated market. Information economics and policy, 19(3-4), 319-343.
32. Elberse, A., & Eliashberg, J. (2003). Demand and supply dynamics for sequentially released products in international markets: The case of motion pictures. Marketing science, 22(3), 329-354. Eliashberg, J., & Shugan, S. M. (1997). Film critics: Influencers or predictors?. Journal of marketing, 61(2), 68-78.
33. Eliashberg, J., Jonker, J. J., Sawhney, M. S., & Wierenga, B. (2000). MOVIEMOD: An implementable decision support system for prerelease market evaluation of motion pictures. Marketing Science, 19(3), 226-243.
34. Eliashberg, J., Hui, S. K., & Zhang, Z. J. (2007). From story line to box office: A new approach for green-lighting movie scripts. Management Science, 53(6), 881-893.
35. Eliashberg, J., Hui, S. K., & Zhang, Z. J. (2014). Assessing box office performance using movie scripts: A kernelbased approach. IEEE Transactions on Knowledge and Data Engineering, 26(11), 2639-2648.
36. Elliott, C., & Simmons, R. (2008). Determinants of UK box office success: The impact of quality signals. Review of industrial organization, 33(2), 93.
37. Goel, S., Hofman, J. M., Lahaie, S., Pennock, D. M., & Watts, D. J. (2010). Predicting consumer behavior with Web search. Proceedings of the National academy of sciences, 107(41), 17486-17490.
38. Greene, F. L., Johnston, K. M., & Vollans, E. (2014). Would I lie to you? Researching audience attitudes to, and uses of, the promotional trailer format. International Journal of Media and Cultural Politics, 10(1), 109-116.
39. Gruca, T. S. (2000). The IEM movie box office market: Integrating marketing and finance using electronic markets. Journal of Marketing Education, 22(1), 5-14.
40. Hand, C., & Judge, G. (2012). Searching for the picture: forecasting UK cinema admissions using Google Trends data. Applied Economics Letters, 19(11), 1051-1055.
41. Haw, W. Y., Ho, E., Lim, Y. L., & Wong, J. W. (2013). The effect of trailer, critic review, star power and word of mouth toward decision making on movie consumption (Doctoral dissertation, UTAR).
42. Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumeropinion platforms: what motivates consumers to articulate themselves on the internet?. Journal of interactive marketing, 18(1), 38-52.
43. Hennig-Thurau, T., Houston, M. B., & Heitjans, T. (2009). Conceptualizing and measuring the monetary value of brand extensions: The case of motion pictures. Journal of Marketing, 73(6), 167-183.
44. Holbrook, M. B., & Addis, M. (2008). Art versus commerce in the movie industry: A two-path model of motion picture success. Journal of Cultural Economics, 32(2), 87-107.
45. Jerrick, D. (2013). The effectiveness of film trailers: Evidence from the college student market. UW-L Journal of Undergraduate Research, 16, 1-13.
46. Johnston, K. M. (2008). ‘The Coolest Way to Watch Movie Trailers in the World’ Trailers in the Digital Age. Convergence, 14(2), 145-160.
47. Joshi, A. M., & Hanssens, D. M. (2009). Movie advertising and the stock market valuation of studios: a case of “great expectations?”. Marketing Science, 28(2), 239-250.
48. Karniouchina, E. V. (2011). Impact of star and movie buzz on motion picture distribution and box office revenue. International Journal of Research in Marketing, 28(1), 62-74.
49. Keskin, D., & Çepni, B. (2012). Ağızdan Ağıza Pazarlama Kapsamında Demografik Ve Sosyal Faktörlerin Üniversite Öğrencilerinin Sinema Filmi Tercihleri Üzerindeki Etkilerinin Belirlenmesi. Uluslararası Yönetim İktisat ve İşletme Dergisi, 8(16), 99-117.
50. Kim, J. W. (2013). Does Movie Trailer Release during the Super Bowl Really Work?. International Journal of Integrated Marketing Communications, 5(2).
51. Kirmani, A., & Rao, A. R. (2000). No pain, no gain: A critical review of the literature on signaling unobservable product quality. Journal of marketing, 64(2), 66-79.
52. Lash, M. T., & Zhao, K. (2016). Early predictions of movie success: The who, what, and when of profitability. Journal of Management Information Systems, 33(3), 874-903.
53. Lee, H., Lee, H. J., Cruz, R. A., & Enriquez, J. L. (2016, August). Electronic word of mouth (eWOM) in the movie industry. In Proceedings of the 18th Annual International Conference on Electronic Commerce: e-Commerce in Smart connected World (pp. 1-7).
54. Levin, A. M., Levin, I. P., & Heath, C. E. (1997). Movie stars and authors as brand names: Measuring brand equity in experiential products. ACR North American Advances.
55. Liu, A., Liu, Y., & Mazumdar, T. (2014). Star power in the eye of the beholder: A study of the influence of stars in the movie industry. Marketing letters, 25(4), 385-396.
56. Lofman, B. (1991). Elements of experiential consumption: an exploratory study Advances in Consumer Research, 18(1), 729-735.
57. Lubbers, C. A., & Adams, W. J. (2001). Promotional strategies utilized by the film industry: Theatrical movies as product. Journal of Promotion Management, 6(1-2), 161-180.
58. Marich R (2009). Marketing to moviegoers: a handbook of strategies and tactics, 2nd edn. Southern Illinois University Press, Carbondale.
59. Marketline, (2020), ”https://store.marketline.com/report/mlig200029-01—movies-and-entertainment-küreselindustry-almanac-2015-2024//”, (Çevrimiçi), 2 Temmuz 2021.
60. Meiseberg, B., Ehrmann, T., & Dormann, J. (2008). We don’t need another hero—implications from network structure and resource commitment for movie performance. Schmalenbach Business Review, 60(1), 74- 98.
61. Mestyán, M., Yasseri, T., & Kertész, J. (2013). Early prediction of movie box office success based on Wikipedia activity big data. PloS one, 8(8), e71226.
62. Mohr, I. (2007). Buzz marketing for movies. Business horizons, 50(5), 395-403.
63. Moon, S., Bergey, P. K., & Iacobucci, D. (2010). Dynamic effects among movie ratings, movie revenues, and viewer satisfaction. Journal of marketing, 74(1), 108-121.
64. Mukherjee-Das, M. (2013). Innovation in public relation strategies in film promotion-a study. Küresel Journal of Management and Business Studies, 3(6), 619-624.
65. Nair, V. K., (2016). The Impact Of Electronıc Word Of Mouth (E-Wom) On Socıal Medıa For The Promotıon Of New Movıes. International Journal of Sales & Marketing Management Research and Development (IJSMMRD) ISSN(P): 2249-6939; ISSN(E): 2249-8044 Vol. 6, Issue 2, Apr 2016, 9 – 18
66. Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard business review, 76, 97-105.
67. Prag, J., & Casavant, J. (1994). An empirical study of the determinants of revenues and marketing expenditures in the motion picture industry. Journal of cultural economics, 18(3), 217-235.
68. Ravid, S. A. (1999). Information, blockbusters, and stars: A study of the film industry. The Journal of Business, 72(4), 463-492.
69. Reinstein, D. A., & Snyder, C. M. (2005). The influence of expert reviews on consumer demand for experience goods: A case study of movie critics. The journal of industrial economics, 53(1), 27-51.
70. Salomon, D. (2013). Moving on from Facebook: Using Instagram to connect with undergraduates and engage in teaching and learning. College & Research Libraries News, 74(8), 408-412.
71. Schmitt, B. (1999). Experiential marketing. Journal of marketing management, 15(1-3), 53-67.
72. Simonoff, J. S., & Sparrow, I. R. (2000). Predicting movie grosses: Winners and losers, blockbusters and sleepers. Chance, 13(3), 15-24.
73. Tejada, K. (2015). Social Media Marketing in the Film Industry.
74. Qin, L. (2011). Word-of-blog for movies: A predictor and an outcome of box office revenue?. Journal of Electronic Commerce Research, 12(3), 187.
75. Vanderhart, J., & Wiggins, S. N. (2001). Advertising, quality, and motion picture performance. RAND Journal of Economics, Mimeo, Texas A&M University.
76. Wagholi, P. (2016). Prediction of movies box office performance using social media. International Engineering Research Journal.
77. Wallace, W. T., Seigerman, A., & Holbrook, M. B. (1993). The role of actors and actresses in the success of films: How much is a movie star worth?. Journal of cultural economics, 1-27.
78. Wang, F., Zhang, Y., Li, X., & Zhu, H. (2010). Why do moviegoers go to the theater? The role of prerelease media publicity and online word of mouth in driving moviegoing behavior. Journal of interactive advertising, 11(1), 50-62.
79. Wearesocial, (2020). ” https://wearesocial.com/digital-2020 ”, (Çevrimiçi), 5 Temmuz 2021
80. Westland, J. C. (2012). The adoption of social networking technologies in cinema releases. Information Technology and management, 13(3), 167-181.
81. Wilcox, B. (2012). Current trends in the marketing and promotion of movies using social media.
82. Zhang, F., & Yang, Y. (2016). The Effect of Internet Word-of-mouth on Experience Product Sales—-An Empirical Study Based on Film Online Reviews. International Journal of Business Administration, 7(2), 72-78.