Linking Internet marketing for motion pictures to moviegoing behavior: A hierarchy of effects approach.

摘要

The emergence of digital technologies has been one of the most important developments in the marketing of motion pictures. In particular is the film industry's proliferating use of the Internet to market films (Schatz, 2001; Smith, 2001). The central thesis of this exploratory study examines the relationship between exposure to marketing messages on the Internet and consumer behavior following that exposure. More specifically, this study links Internet marketing for motion pictures to moviegoing behavior. Findings of this study indicate that film-related Internet marketing is significantly positively related to inducing awareness and knowledge of a new film, generating interest and enhancing desire to see a film upon opening. Consequently, desire to see a film increases the likelihood of movie ticket purchase.