@inproceedings{cc82b9f50e1143acbfb4c9668f15fe91,
title = "The democratization of film: a field experiment",
abstract = "We report a two-stage field experiment that investigates the impact of online community members{\textquoteright} independent and interdependent self-construal upon community engagement. The context for the experiment is the online film community FilmDoo.com Stage 1 explores whether an appeal based on independent self-construal performs better than an appeal based on interdependent self-construal at motivating community members to vote for FilmDoo management to negotiate rights to host a particular movie. Stage 2 explores whether members{\textquoteright} voting behaviors predict purchase. ",
keywords = "self-construal, engagement, video-on-demand (VOD)",
author = "Lars Groeger and Francis Buttle and Daniel Wentzel",
year = "2017",
month = dec,
day = "3",
language = "English",
series = "ANZMAC Conference Proceedings",
publisher = "Australian and New Zealand Marketing Academy (ANZMAC)",
pages = "237--240",
editor = "Linda Robinson and Linda Brennan and Mike Reid",
booktitle = "ANZMAC 2017",
note = "Australian and New Zealand Marketing Academy Conference (2017) ; Conference date: 04-12-2017 Through 06-12-2017",
}