Investigating the Impact of Effective Marketing Factors on increasing sales of Social Drama Films: A Case Study(مقاله علمی وزارت علوم)
حوزه های تخصصی:
Purpose: Considering the role of marketing in the sale of various products, the aim of the present research was to investigate the impact of effective marketing factors on increasing film sales. Methodology: This was an applied quantitative correlational study. The study population included media producers, directors and experts in 2019. A total of 294 participants were selected using convenience sampling according to Cochran's formula. The data collection tool included a researcher-made 34-item questionnaire, the validity of which was confirmed by expert opinion and factor analysis, and its reliability was estimated at 0.83 by using Cronbach's alpha method. Data analysis was carried out using correlation coefficients and structural equation modeling methods in SPSS and LISREL software. Findings: The results showed that all nine subscales of effective marketing factors including evaluation and identification of the target audience, evaluation and identification of market opportunities, evaluation and identification of the topic, evaluation and selection of film elements, evaluation and selection of appropriate advertising strategy, evaluation and selection of appropriate promotion strategy, evaluation and selection of the appropriate distribution system and channel, evaluation and selection of the appropriate pricing strategy, and the use of methods, tools, and potentials to increase sales had a direct and significant effect on the increase in sales of social drama films (P<0.05). Conclusion: The results indicated the effective role of all marketing factors in increasing the sales of social drama films. Therefore, planning to use effective marketing factors to increase film sales seems necessary.