Acquiring a digital audience for theaters. Looking through the lenses of customer equity and empirical research [Recurs electrònic] / Paweł Kossecki, Urszula Swierczyńska-Kaczor
Description: 8 p. : digital, fitxer PDF (598,54 Kb)Online resources: In: Proceedings of the 2014 Federated Conference on Computer Science and Information Systems p. 1277-1284Summary: The aims of this paper are to: 1) outline and discuss the framework for linking theater e-marketing with customer equity; 2) assess the impact of digital theater services on the metrics connected with Customer Lifetime Value. The results of empirical research suggest that art-oriented young Internet-users, who do not attend traditional theaters, can be attracted to digital theater services. Digital services can influence the potential patron's engagement in the theater's website, favorable word-of-mouth, and also their intention to visit traditional performances. (Font: Autor)No physical items for this record
Introduction -- Research framework -- The results -- Conclusions -- References
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