Hypotheses of Relationships Between Elements in Movie Trailers with Purchase Intention of Movie Tickets
It is challenging for movie fans to gauge the quality of movie before watching it. Thus, audiences frequently search for indicators prior to making purchase decision. Some quality indicators such as movie trailers are available for consumers to look for them. Movie trailers are the most widely used method of initiating purchase intention in the prerelease period. Movies such as and Little Miss Sunshine and Juno are exemplars of movies that surpassed their producers’ utmost expectancies due to the use of outstanding trailers that eased promotion to their potential audiences. This study has reviewed literatures in the respective areas and hypothesized that there were significant relationships between timing, plot outline, narrative, explanatory power and knowledge gap; with purchase intention of movie tickets.
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Document Type: Research Article
Affiliations: Universiti Teknologi MARA (UiTM), Malaysia
Publication date: November 1, 2017
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