Identifying and ranking the factors influencing the choice of movies and series in the video on demand in order to adopt effective marketing strategies
Document Type : Research Paper
Authors
1 Master's student in management, Imam Sadiq University, Tehran, Iran.
2 Assistant Professor, Department of Industrial Management, Faculty of Islamic Studies and Management, Imam Sadiq University, Tehran, Iran.
Abstract
Consumers are one of the elements that determine the success of a business, so designing a marketing strategy requires paying attention to the customer. The increase in the share of video consumption and watching, especially movies and series, in the consumption basket of Iranian households has put the VOD on the path of growth, so knowing the factors that have a significant impact on people's choices, is an important issue for the companies in this field. In the present study, which seeks to identify and rank the factors influencing the choice of movies and series on the VOD, The results of the research show that the factor of introduction to others, actor and genre, have the greatest influence on the choice of the audience. It is suggested The marketing in this industry focus more on WOM advertising and provide the fields for the development of this tool. The results show that among the types of advertising, Digital advertising and the release of some movie sequences can have a greater impact on the audience,
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