Assessing the drivers of online ticket purchase in the entertainment industry: The impact of social media advertising

Detalhes bibliográficos
Autor(a) principal: Lopatina, Natalia
Data de Publicação: 2024
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/164241
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Research and CRM
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spelling Assessing the drivers of online ticket purchase in the entertainment industry: The impact of social media advertisingSocial MediaAdvertisingDigital MarketingPurchase IntentionMovie Ticket SalesDomínio/Área Científica::Ciências Naturais::Ciências da Computação e da InformaçãoDissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Research and CRMThis thesis investigates the influence of social media advertising on online movie ticket purchasing behaviors. Set within the context of the digital age, where social media serves as a key marketing platform, this study focuses on the film industry's online ticket sales, highlighting the potential of social media to boost these sales. Through a comprehensive literature review and an extensive survey targeting 352 social media users in Germany and Portugal, the thesis integrates elements from the Unified Theory of Acceptance and Use of Technology (UTAUT2) to understand the factors driving consumers' online ticket purchases. Key findings reveal that performance expectancy, effort expectancy, hedonic motivation, habit, trust in social media advertising, and spontaneous implementation intention significantly influence consumer purchase intention. Additionally, the research explores the moderating role of personality traits such as conscientiousness, emotional stability, and openness to experience. As data was collected in Germany and Portugal, a multi-group analysis revealed notable country differences. The moderating effect of emotional stability in habit on purchase intention was identified in Portugal. In contrast, openness to experience's moderating effect in performance expectancy and hedonic motivation on purchase intention was found in Germany. The influence of trust on purchase intention was more pronounced in Germany. In contrast, the impact of spontaneous implementation intention was more substantial in Portugal. Conclusively, this research provides valuable insights into the dynamics of online ticket purchasing in the film industry and outlines practical implications for leveraging social media advertising in the entertainment sector, offering a roadmap for future research and strategy development in digital marketing.Jesus, Frederico Miguel Campos Cruz Ribeiro deRUNLopatina, Natalia2024-01-312027-01-31T00:00:00Z2024-01-31T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/164241TID:203531264enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:51:32Zoai:run.unl.pt:10362/164241Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T04:00:06.415004Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Assessing the drivers of online ticket purchase in the entertainment industry: The impact of social media advertising
title Assessing the drivers of online ticket purchase in the entertainment industry: The impact of social media advertising
spellingShingle Assessing the drivers of online ticket purchase in the entertainment industry: The impact of social media advertising
Lopatina, Natalia
Social Media
Advertising
Digital Marketing
Purchase Intention
Movie Ticket Sales
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
title_short Assessing the drivers of online ticket purchase in the entertainment industry: The impact of social media advertising
title_full Assessing the drivers of online ticket purchase in the entertainment industry: The impact of social media advertising
title_fullStr Assessing the drivers of online ticket purchase in the entertainment industry: The impact of social media advertising
title_full_unstemmed Assessing the drivers of online ticket purchase in the entertainment industry: The impact of social media advertising
title_sort Assessing the drivers of online ticket purchase in the entertainment industry: The impact of social media advertising
author Lopatina, Natalia
author_facet Lopatina, Natalia
author_role author
dc.contributor.none.fl_str_mv Jesus, Frederico Miguel Campos Cruz Ribeiro de
RUN
dc.contributor.author.fl_str_mv Lopatina, Natalia
dc.subject.por.fl_str_mv Social Media
Advertising
Digital Marketing
Purchase Intention
Movie Ticket Sales
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
topic Social Media
Advertising
Digital Marketing
Purchase Intention
Movie Ticket Sales
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
description Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Research and CRM
publishDate 2024
dc.date.none.fl_str_mv 2024-01-31
2024-01-31T00:00:00Z
2027-01-31T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/164241
TID:203531264
url http://hdl.handle.net/10362/164241
identifier_str_mv TID:203531264
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
eu_rights_str_mv embargoedAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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