Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024)

<Previous Article In Volume
Next Article In Volume>

Impact of Social Media Marketing Campaigns and Preview Analysis On Ticket Purchasing Decision: The Mediating Role of E-Wom Towards Indonesian Movie Industry

Authors
Vaness Christopher Santoso1, Antonius Siahaan1, Panji Mukadis1, *
1Swiss German University, The Prominence Tower, Tangerang, Indonesia
*Corresponding author. Email: Panji.mukadis@sgu.ac.id
Corresponding Author
Panji Mukadis
Available Online 11 December 2024.
DOI
10.2991/978-94-6463-585-0_49How to use a DOI?
Keywords
Digital Marketing; Electric Word of Mouth; Purchasing Decision; Preview Analysis; Social Media Marketing Campaign
Abstract

This research discusses the importance of Digital Marketing influences on marketing activities mainly in Indonesia’s movie industry. Using a sampling method of both quantitative and qualitative measures to best indicate the cause and effect of this study. The study identifies Electronic Word of Mouth (E-WOM), Social Media Marketing Campaign (SMMC), Preview Analysis (PA) as the Independent Variable, and Ticket Sales Purchasing Decision (TSPC) as the Dependent Variable. This study sought to examine the significant impact of the digital age on the Indonesian film sector, with the goal of refining and enhancing the digital marketing approaches employed by film producers. Our investigation was grounded in the viewpoint of Indonesian screen audiences and enthusiasts, aiming to provide insights into the industry's dynamics.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

<Previous Article In Volume
Next Article In Volume>
Volume Title
Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
11 December 2024
ISBN
978-94-6463-585-0
ISSN
2352-5428
DOI
10.2991/978-94-6463-585-0_49How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Vaness Christopher Santoso
AU  - Antonius Siahaan
AU  - Panji Mukadis
PY  - 2024
DA  - 2024/12/11
TI  - Impact of Social Media Marketing Campaigns and Preview Analysis On Ticket Purchasing Decision: The Mediating Role of E-Wom Towards Indonesian Movie Industry
BT  - Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024)
PB  - Atlantis Press
SP  - 722
EP  - 734
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-585-0_49
DO  - 10.2991/978-94-6463-585-0_49
ID  - Santoso2024
ER  -