The democratization of film: a field experiment

Lars Groeger, Francis Buttle, Daniel Wentzel

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review

Abstract

We report a two-stage field experiment that investigates the impact of online community members’ 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’ voting behaviors predict purchase.
Original languageEnglish
Title of host publicationANZMAC 2017
Subtitle of host publicationMarketing for Impact : Conference Proceedings
EditorsLinda Robinson, Linda Brennan, Mike Reid
Place of PublicationMelbourne
PublisherAustralian and New Zealand Marketing Academy (ANZMAC)
Pages237-240
Number of pages4
Publication statusPublished - 3 Dec 2017
EventAustralian and New Zealand Marketing Academy Conference (2017) - Melbourne, Australia
Duration: 4 Dec 20176 Dec 2017

Publication series

NameANZMAC Conference Proceedings
PublisherAustralian and New Zealand Marketing Academy
ISSN (Print)1447-3275

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2017)
CountryAustralia
CityMelbourne
Period4/12/176/12/17

Keywords

  • self-construal
  • engagement
  • video-on-demand (VOD)

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