Presenting a Model of Film Marketing Process in Iran and Describing the Model (Case Study: Social Drama Genre)

Document Type : Research Paper

Authors

Department of Management, Qeshm Branch, Islamic Azad University, Qeshm, Iran

Abstract

The main purpose of this research is to present a model of film marketing process in Iran. The present research is developmental-applied in terms of purpose and is a kind of exploratory mixed research in terms of nature. The statistical population in the quality department is specialists in the field of work and academia, marketing and film industry. The number of samples was obtained by the available method and the sample size was obtained by theoretical similarity. Specialists were identified by purposive sampling and snowball sampling, which according to the adequacy of the data, a total of 30 specialists were interviewed. The statistical population in the quantitative section is 294 producers, directors and media experts. In the qualitative part, the interview was used as a data collection tool and in the quantitative part, a 34-item questionnaire was used. The research method in the qualitative part was the qualitative content analysis method in the MAXQDA software and in the quantitative part the researcher used the SPSS software and the structural equation approach. Based on the results of the qualitative study, nine hypotheses were proposed. The hypotheses were tested by distributing a researcher-made questionnaire and extracting the data and then the confirmatory factor analysis test. The results of the confirmatory factor analysis test and the dimension measurement model of the variables showed that all variables are in a significant state. And in the section of structural equations, it was proved that all the relations designed in the qualitative section are approved and all the components of the model have significant relations with each other.

Keywords


 

COPYRIGHTS

©2021 The author(s). This is an open access article distributed under the terms of the Creative Commons Attribution (CC BY 4.0), which permits unrestricted use, distribution, and reproduction in any medium, as long as the original authors and source are cited. No permission is required from the authors or the publishers.

Demirel, Elif, U, & Ayse Akyol, Gülhayat Gölbasi Simsek. (2017). Marketing and consumption of art products: the movie industry. Arts and Market, 8(1), pp.80-98.
Goodarzi, Hossein and Nader Jafari Haftkhani. (2018). "An Introduction to Film and Cinema Marketing: A Comparative and Experimental Study", Media Quarterly, Volume 29, Number 2, pp. 53-81.
Greenwald, S. R., & Landry, P. (2009). This business of film. A practical guide to achieving success in the film industry. New York: Lone Eagle; Lewes.
Gunelius, S. (2011). Minute social media marketing. New York: McGraw hill.
Kerrigan, F. (2017). Film Marketing. Milton Park Abingdon Oxon. NY: Routledge.
Maarefzadeh, N., Peyman, H. (2016). A study of the statistical trend of cultural trade in Iran and the world. Bimonthly Statistics, 4 (5), 18-22.
Mehrabi, Z. (2011). Movie Marketing: Each movie requires its own marketing plan. Economics and Cinema, 17 (2), 123-136.
Naseri, Zahra, and Alireza Norouzi, Fatemeh Fahimonia (2018). Comparative study of content marketing models in terms of steps and implementation process. University Library and Information Research, Volume 52, Number 1, pp. 83-100.
Sabbaghian, Ali, and Abdul Hamid Ebrahimi, Ali Akbar Farhangi. (2014). Designing a strategic model combined with marketing in the Iranian film industry. Strategic Management Research, Volume 20, Number 55, 55-82.
Sabri Baqaei, Azarakhsh. (2002). Marketing and sales of Iranian films abroad: Getting out of the crisis, Cinema Industry Monthly, No. 7.
Salavatian, Siavash, and Mahnaz Rouhbakhsh, Ahmad Reza Darfashi. (2018). Factors affecting the marketing of Iranian movies through social media. Communication Culture Studies, Volume 19, Number 41, p. 152-175.
Vargo, S. L, & Lusch, R., F. (2004). Evolving to a New Dominant Logic for Marketing. Journal of Marketing, 68(1), pp.1-17.