haku: @author Zufryden, F. / yhteensä: 7
viite: 2 / 7
| Tekijä: | Zufryden, F. |
| Otsikko: | New film website promotion and box-office performance |
| Lehti: | Journal of Advertising Research
2000 : JAN-APR, VOL. 40:1,2, p. 55-64 |
| Asiasana: | ADVERTISING RESEARCH INTERNET |
| Kieli: | eng |
| Tiivistelmä: | There has been a growing increase in the emphasis of web-related promotion for new films. This study focuses on the development and empirical testing of a variable mathematical model approach for predicting a film's box-office performance as a function of film website activity, as well as other relevant explanatory variables. The study results support the relative importance and statistical significance of website activity as a predictor of a new film's box-office performance. |
SCIMA