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The Effect of Musical Advertising Communication on Audience Attention, Intention and Revisit Intention
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뮤지컬 광고커뮤니케이션이 관객의 관람태도, 관람의도 및 재관람의도에 미치는 영향

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Type
Academic journal
Author
XueHua Jin (성균관대학교) Tae-Eun Kim (가천대학교)
Journal
The Korean Entertainment Industry Association Journal of the Korea Entertainment Industry Association Vol.13 No.8 KCI Accredited Journals
Published
2019.12
Pages
281 - 290 (10page)
DOI
10.21184/jkeia.2019.12.13.8.281

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The Effect of Musical Advertising Communication on Audience Attention, Intention and Revisit Intention
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Research history (2)

2021

A study on post-viewing behavior of musical audiences : Focusing on a comparison between general audiences and mania audiences
김설화 예술학협동과정 2021.01 Thesis

2019

The Effect of Musical Advertising Communication on Audience Attention, Intention and Revisit Intention
XueHua Jin ,  Tae-Eun Kim Journal of the Korea Entertainment Industry Association 2019.12 Academic journal
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Abstract· Keywords

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The purpose of this study was to examine how musical advertising communication affects the viewing attitude, the intention to see, and the revisit intention of musical audiences. The results of the study were as follows. First, as a result of examining the influence of musical advertising viewing attitudes on musical performances, the familiarity of musical performance brand and advertising novelty of advertising communications had positive effects on musical performances. On the other hand, the message complexity did not have a significant effect on the musical performance. Second, the attitude toward the musical performance had a positive influence on the intention to see the musical performance. Third, the intention to see a musical performance had a positive effect on the intention to revisit the musical performance. The result of this study is expected to be able to suggest communication methods and strategies along with useful implications for enhancing the communication effect on the audience of musical contents in the future.
#Musical #Advertising Communication #Attitude #Intention #Revisit intention #뮤지컬 #광고커뮤니케이션 #관람태도 #관람의도 #재관람의도

Contents

ABSTRACT
I. 서론
II. 이론적 배경
III. 연구모형 및 가설
IV. 연구방법
V. 연구 결과
VI. 결과 및 시사점
References
요약

References (33)

Add References
송은아 / 2017 / 뮤지컬 공연에서 관객의 관람만족에 영향을 미치는 요인 / 한국엔터테인먼트산업학회논문지 11(4):37~47 dbpia M. H. Keum / 2013 / Musical Performances from the Marketing Mix Factors and its Impact on the Intended Audience Satisfaction and Re-watch google schola 김현숙 / 2010 / 광고효과에 영향을 미치는 광고커뮤니케이션 3요인 : 브랜드 친숙도, 메시지복잡성, 광고의 노블티를 중심으로 / 광고학연구 21(1):311~328 dbpia 김주호 / 2012 / 부정적 소비자 인식 제품의 광고 프레이밍 효과 / 한국광고홍보학보 14(1):97~128 dbpia J. G. Tellis / 1997 / Effective frequency : One exposure or three factor? / Journal of Advertising Research 37(4):44~50 google schola

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