Siavash Salavatian; Mahnaz Rohbakhsh; Ahmadreza Derafshi
Abstract
Cinema industry of Iran can benefit from opportunities of social media to advertise its products. In this paper, Delphi method was used to identify key factors on the marketing of Iranian cinema through social media in three phases. 18 members of specialists in fields of communications, media economics ...
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Cinema industry of Iran can benefit from opportunities of social media to advertise its products. In this paper, Delphi method was used to identify key factors on the marketing of Iranian cinema through social media in three phases. 18 members of specialists in fields of communications, media economics and marketing are gathered in the Delphi Panel. Finally, technical factors include "social media security" and "graphical quality of social media", content factors including "movie quality", "attractiveness of the teaser ", "posting attractive conversations", "The opinions of who saw the film", "opinions of Criticism and Cinema fans" and "The Presence of Cinema Stars", Process factors include "the correct choice of social media", "Social media reputation", "word of mouth marketing", "making groups of people interested in movies", "interaction and communication with users" creation a social page at the time of making movie", "knowing the audience", "playing behind the scenes of the movies", and "advertising by fans" and key factor in managing message, include "publication the correct information", were agreed between experts.
