A Marketing and Customer Growth Model for Cinematic Films in the Iranian Cinema Market

Morteza Talebi; Bahram Alishiri; Jamshid Salehi Sedghiani

Authors

Morteza Talebi Department of Media Management, Kish International Branch, Islamic Azad University, Kish Island, Iran Author https://orcid.org/0009-0006-4726-2851
Bahram Alishiri Department of Public Administration, South Tehran Branch, Islamic Azad University, Tehran, Iran https://orcid.org/0000-0002-6485-1360
Jamshid Salehi Sedghiani Full Professor of Management and Accounting, Allameh Tabatabaei University, Tehran, Iran Author https://orcid.org/0000-0001-7881-0175

Keywords:

Cinematic film, Customer growth, Marketing

Abstract

This research was conducted with the aim of presenting a marketing and customer growth model for cinematic films in the Iranian cinema market. The present study is applied in terms of its purpose and is based on a mixed-methods (qualitative-quantitative) research design. The statistical population of this research in the qualitative section consisted of a number of specialists (experts) who are authorities in cinematic film marketing, and in the quantitative section, it included all cinema audiences in metropolitan cities across the country. The sampling was conducted using purposive non-probability judgmental and snowball methods in the qualitative section, and a multi-stage cluster method in the quantitative section. For the analysis of the data obtained from the interviews in the qualitative section, a 3-stage process of open, axial, and selective coding was utilized. In the quantitative section, Confirmatory Factor Analysis (CFA) was used to assess the validity of the constructs, and the ISM-MICMAC method was applied for the leveling of the variables. The research findings indicated that the indicators and dimensions of marketing and customer growth for cinematic films consist of 17 themes and foundations and 66 components. The results obtained from the grouping of the variables showed that the dependent variables include: 1- events and the general social atmosphere, 2- reviews, ratings, and awards; the independent variables include: 1- technology and media access, 2- economic conditions, 3- audience purchasing power, and 4- collective trends and norms; and the linkage variables include: 1- emotional and psychological experience, 2- audience interaction, social communication, and collective identity, 3- content and artistic features of the film, influential traditional and social factors, 4- entertainment and recreation, 5- learning and gaining experience, 6- marketing and advertising factors, digital advertising and campaigns, 7- use of influencers and popular figures, 8- audience experience and face-to-face marketing, 9- data analysis and artificial intelligence, events, and the general social atmosphere.

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