How to attract moviegoers by utilizing digital marketing : case: generation Z as a potential target audience
Dang, Giao (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023060822877
https://urn.fi/URN:NBN:fi:amk-2023060822877
Tiivistelmä
Movie theatres, facing uncertain development due to Covid-19, can utilize digital marketing to attract potential moviegoers. Generation Z, with their digital proficiency, large size, preference for experiences, and growing purchasing power, presents a potentially lucrative market for the movie theatre industry.
The study utilized a mixed-method research approach, combining both qualitative and quantitative methodologies. Primary data was collected through a survey conducted among the Generation Z audience. Secondary data was gathered from various sources, including books, journals, websites, literature, and statistics.
The study revealed that digital marketing can support the development of the movie theater industry among Generation Z when implemented effectively. Strategies such as understanding customer consumption behavior and drafting buyer persona, understanding Value Proposition Canvas, and journey mapping were found to be particularly effective. The study provides valuable insights for movie industry professionals seeking to attract this demographic through digital marketing. Suggestions for further research include investigating the effectiveness of these strategies in different target segments and testing them in practice.
The study utilized a mixed-method research approach, combining both qualitative and quantitative methodologies. Primary data was collected through a survey conducted among the Generation Z audience. Secondary data was gathered from various sources, including books, journals, websites, literature, and statistics.
The study revealed that digital marketing can support the development of the movie theater industry among Generation Z when implemented effectively. Strategies such as understanding customer consumption behavior and drafting buyer persona, understanding Value Proposition Canvas, and journey mapping were found to be particularly effective. The study provides valuable insights for movie industry professionals seeking to attract this demographic through digital marketing. Suggestions for further research include investigating the effectiveness of these strategies in different target segments and testing them in practice.