Presenting a Model of Film Marketing Process in Iran and Describing the Model (Case Study: Social Drama Genre)(مقاله علمی وزارت علوم)
منبع:
Journal of System Management, Volume ۷, Issue ۴, Autumn ۲۰۲۱
253 - 270
حوزههای تخصصی:
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.