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1- PhD Student, Department of Management, Science and Research Branch, Qeshm International Education Center, Islamic Azad University, Qeshm, Iran
2- Faculty member, Department of Management, Islamic Azad University, Qeshm Branch, Qeshm, Iran.
3- Assistant Professor, Department of Management 17, Islamic Azad University, Qeshm Branch, Qeshm, Iran
Abstract:   (21 Views)


Purpose: The purpose of this study was to investigate the impact of effective marketing factors on increasing film sales.

Method: This research was applied in terms of purpose and descriptive-survey in terms of implementation with correlation approach. The statistical population of the present study was 294 producers, directors and media experts who used the Cochran's formula due to the unlimited statistical population. For data collection, a standard questionnaire with 34 questions was used, the validity of which was obtained using the opinion of the tutor and the first confirmatory factor analysis and its reliability was obtained through Cronbach's alpha index (0.83). The collected data were analyzed by SPSS software and structural equations.

Findings: The results of the study showed that the adoption of appropriate strategies in the areas of audience identification, market opportunities, subject matter, selection of film elements, advertising strategy, promotion, distribution, pricing and application of methods, tools and potentials, impact. They have a positive and significant effect on increasing film sales and therefore should be considered in film marketing models

Conclusion: Based on the results, all research hypotheses were confirmed.

Type of Study: Research | Subject: Special
Received: 2021/09/26 | Accepted: 2020/10/31

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