Kajian Perkembangan Penelitian Pemasaran Film
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Submitted
November 30, 2017
Published
September 30, 2017
Keywords:
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Film Consumption, actor, genre, award, release strategy, , film critics, service-innovations
Abstract
The purpose of this study is to present the most likely conceptual scheme in film marketing research. Based on the study of several leading international journals, many factors are interrelated in film consumption so that the use of quantitative research alone is not sufficient in explaining the phenomenon of film consumption. Factors such as personal involvement with narrative and film characters are worthy of research. Some theories used by journal article writers reviewed in this paper are consumer behavior theory, marketing theory, cognitive theory, communication theory, group dynamics theory, and existentialist phenomenologies. As much. Analysis method on the five articles (quantitative) using regression statistic tool. The data used in the five articles (quantitative) is secondary data. Only on qualitative (phenomenological) approaches that use primary data, directly from the consumer experience.
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References
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Eliashberg, J. dan Steven M Shugan. (1997). Film critics: Influencers or predictors? Journal of Marketing 61 (2): 68-78.
Eliashberg, J., A. Elberse, dan M.A.M.M Leenders. (2006). The motion picture industry: Critical issues in practice current research, and new research direction. Marketing Science 25 (6): 638-661.
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Eliashberg, J., et al. (2009). Demand-driven scheduling of movies in multiplex. International Journal of Research in Marketing 26: 75-88.
Thorsten Hennig, T., et al. (2001). An Investigation into the factors determining the succsess of service innovation: The case of motion pictures. Academy of Marketing Science Review 6: 1-23.
Hennig-Thurau, T., et al. (2006). Determinants of motion picture box office and profitability: An interrelationship approach. Accepted for publication in Review of Managerial Science.Hennig-Thurau, T., V.H. Sattler, F.H. Eggers dan M.B. Houston. (2007). The last picture show? Timing and order of movie distribution channels. Journal of Marketing. 71 (Oktober): 63-83.
Holbrook, M.B., dan M. Addis. (2008). Art versus commerce in the movie industry: a two-path model of motion-picture success. Journal of Cultural Economics 32: 87-107.
Joshi, A.M., dan Dominique M. Hanssens. (2009). Movie advertising and the stock market valuation of studios: A case of "great expectations”? Marketing Science 28 (2): 239–250.
Thorsten Hennig-Thurau, Gianfranco Walsh, dan Oliver Wruck. 2001. An Investigation into the factors determining the succsess of service innovation: The case of motion pictures. Academy of Marketing Science Review 6: 1-23.
Anita Elberse dan Jehoshua Eliashberg. (2003). Demand and supply dynamics for sequentially released products in international markets: The case of motion pictures. Marketing Science22 (3): 329-354
Bridgstock, Ruth S. (2005). Australian artiss, starving and wellnourshed: What can we learn from the prototypical protean career? Australian Journal of Career Development 41 (3).
Eikhof., D.R., dan A.Haunschild. (2006). Lifestyle meets market: Bohemian entrepreneurs in creative industries. Creativity and Innovation Management15 (3): 234-241.
Elberse, A. (2007). The power of stars: Do star actors drive the success of movies? Journal of Marketing 71 (Oktober): 102-120.
Elberse, A., dan Bharat Anand. (2007). The effectiveness of pre-release advertising for motion pictures: An empirical investigation using a simulated market. Information Economics and Policy 19: 319–343.
Elberse, A., dan F. Oberholzer-Gee. (2008). Superstars and underdogs: An examination of the long-tail phenomenon in video sales. Working Paper 07-015. Cambridge, MA: Harvard Business School.
Elberse, A., dan Jehoshua Eliashberg. (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. dan Steven M Shugan. (1997). Film critics: Influencers or predictors? Journal of Marketing 61 (2): 68-78.
Eliashberg, J., A. Elberse, dan M.A.M.M Leenders. (2006). The motion picture industry: Critical issues in practice current research, and new research direction. Marketing Science 25 (6): 638-661.
Eliashberg, J., dan Steven M Shugan. 1997. Film critics: Influencers or predictors? Journal of Marketing 61 (2): 68-78.
Eliashberg, J., et al. (2009). Demand-driven scheduling of movies in multiplex. International Journal of Research in Marketing 26: 75-88.
Thorsten Hennig, T., et al. (2001). An Investigation into the factors determining the succsess of service innovation: The case of motion pictures. Academy of Marketing Science Review 6: 1-23.
Hennig-Thurau, T., et al. (2006). Determinants of motion picture box office and profitability: An interrelationship approach. Accepted for publication in Review of Managerial Science.Hennig-Thurau, T., V.H. Sattler, F.H. Eggers dan M.B. Houston. (2007). The last picture show? Timing and order of movie distribution channels. Journal of Marketing. 71 (Oktober): 63-83.
Holbrook, M.B., dan M. Addis. (2008). Art versus commerce in the movie industry: a two-path model of motion-picture success. Journal of Cultural Economics 32: 87-107.
Joshi, A.M., dan Dominique M. Hanssens. (2009). Movie advertising and the stock market valuation of studios: A case of "great expectations”? Marketing Science 28 (2): 239–250.
Thorsten Hennig-Thurau, Gianfranco Walsh, dan Oliver Wruck. 2001. An Investigation into the factors determining the succsess of service innovation: The case of motion pictures. Academy of Marketing Science Review 6: 1-23.
Anita Elberse dan Jehoshua Eliashberg. (2003). Demand and supply dynamics for sequentially released products in international markets: The case of motion pictures. Marketing Science22 (3): 329-354
Authors
Wijiharjono, N. (2017). Kajian Perkembangan Penelitian Pemasaran Film. Agregat: Jurnal Ekonomi Dan Bisnis, 1(2), 247–271. https://doi.org/10.22236/agregat_vol1/is2pp247-271
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