Applying the Best-Worst Interval Technique in Art Marketing: Prioritizing Theater Online Advertising Methods

Mozhde Valizade, Meysam Shirkhodaei, Hamidreza Fallah Lajimi
2020 ‫مدیریت بازرگانی  
Objective Theater in Iran, despite existing in the country for many years, has yet to establish the necessary connection with the society and has been unable to increase the number of the audience. Therefore, the lack of an adequate audience or the inability to attract a general audience in society is considered as one of the main problems of theater in Iran. On the other hand, in developing societies including Iran, there is a advertising gap in the field of theater, while experiences in many
more » ... xperiences in many countries with active theater sector has shown that the use of organized advertising can change the basis of theater performance. There have been a few researches on advertising theater on social media as well as strategies to improve theater marketing. But, no research has been conducted to identify the methods affecting theater advertising on the Internet. Besides, the prioritization of these methods is not pursued in these studies. Therefore, the present study aims to fill the existing gap and identify the methods affecting theater advertising in the Internet environment, and finally to prioritize these methods considering the expansion of the Internet and its potential possibilities in theater advertising. Methodology The present study is applied in terms of purpose and uses a mixed exploratory approach consisting of two phases. The first phase was conducted using a qualitative research method through a case study strategy as well as qualitative content analysis with the aim of "identifying the methods of theater advertising on the Internet". For this purpose, semi-structured interviews with 14 experts in the field of marketing and theater were conducted. The second phase of the research was followed with a quantitative approach using the best-worst interval technique considering the experts' opinion in the field of theater and marketing. Lingo and Excel software were used to prioritize the solutions identified in the previous step. The snowball sampling was used in this study. In addition, the present study examines [...]
doi:10.22059/jibm.2020.295242.3739 doaj:a01837971104482fbfe234ba47ef911c fatcat:76fn7ospvvafzoatr6v5mna5bi