Determining the Key Factors for the Advertisement on Micro Cinema Using Grey Relational Analysis and Dramaturgy Model

Technology advancement has seemingly made the world smaller, especially with the existence of tools such as a cell phone. Along with this development, new method of marketing and promotion has been formed. One of these strategies is the use of micro cinema. After sufficient background study on the factors that seemed to affect the effectiveness of micro cinema, these factors were then used to study the response by Taiwanese students and a working group as well as the working group from Mainland China. Responses obtained from all groups were then analyzed using grey relational analysis (GRA) and then further analyzed using the modified dramaturgy model by Grove et al. (1992). The result obtained can be used to represent the important factors in micro cinema affecting each group.


Introduction
The development of new media has brought changes in customer habits, and the method of marketing has also shifted from simple selling products to gaining the spiritual level (Hu, 2014). Radstone (2010) stated that "the theories of cinema's relation to memory have hinged on meta-psychological accounts of the cinema". The scene of self-staging is meaningful to others. The micro-movie story marketing came into at the time to use the innovation of the communication channel and the "differentiation of emotions" (Hu, 2014), and it provides a new channel for the marketing (Kuo, 2016). Asian market put in more and more effort in using micro cinema as a platform to advertise and create awareness to new merchandises in recent years. Micro film has been the main form of various video competitions; production of advertising film has become a trend (Ho, 2013). Communication channels such as portal websites, social media, traditional television, and variety of military Internet websites can be used for micro film (Hu and Chen, 2013). The factor that determines the success of micro cinema was unknown. With the increase of the number of smart phones, tablets and other mobile devices, the level of information flow becomes higher. The concept of micro cinema was formed that we use a form of a short video to tell a story, an idea or even a promotion for a new product. In addition, micro-movie has played different roles in the different stages of brand communication (Wu, 2017;Shen, 2013).
In order to find out the important factors influencing the success of micro cinema, this study has reviewed related literature, designed questionnaires, used grey relational analysis (GRA) as well as dramaturgy model to find and sort the important elements in a micro cinema advertisement.

Authors
Code References related to micro cinema Liu and Tsai (2012) 1 Create a bond with consumers by using emotional theme to capture their interest 2 Avoid being too commercialized and create contents that will attract users and make them willing to share it to others Zhang (2012) 3 Utilized good story to appeal to the audience 4 Rich creative elements 5 Creative expression 6 Combine with activity to increase exposure Chen (2012) 7 Use idols to perform 8 Greatly increase advertising budget on TV and Internet to increase exposure 9 Present brand/product in the most natural manner Liou (2012) 10 Combine public film with business Lee (2012) 11 At the start of the movie, present a suspense which will attract the audience's curiosity 12 Music is one of the most important factors since music can stimulate emotions which can be used to establish an appropriate mood in the movie Kang (2012) 13 Micro-film should grasp focus and customization Pai and Lu (2012) 14 The presentation of the product by the story must show the role of the product in the story. It can be in a form of simple tool to various key factors of the environment within the story. It is only then that the existence of the product can enter the mind of the audience. Zhu (2011) 15 Humor can be used to attract the public Liou (2013) 16 Suitable length so that it can be watched anytime 17 The movie has to be well made 18 Attractive content is necessary 19 Guidance of famous director 20 Presence of famous actor 21 Overly obvious commercial will cause rejection from the audience Lin (2013) 22 Micro cinema needs to have a sufficient level of commercial value in order to attract customers Chen (2013) 23 Good story is an important factor 24 Good understanding of the taste of users Qu (2013) 25 Great creativity can have great prospects 26 Interesting micro cinema can have great prospects Chen (2013) 27 Micro cinema that can attract people has sufficient amount of emotional value which the people can relate to Erdogan et al. (2001) 28 Famous representatives usually have higher rating Orth and Oppenheim (2005) 29 Advertisement needs to be suitable to the cultural background of the community Cline et al. (2003) 30 From past experiences and data, an advertisement with humor will have higher rating Baldwin (1997) 31 Advertisement content use words and music as support to achieve resonance 32 Lyrics can improve the emotional aspect of the micro cinema advertisement as well as the characteristics of the product Cline and Kellaris (2007) 33 General usage of humorous advertisement proves that advertisement which are funny increase the effectiveness of the advertisement Bayles (2002) 34 Products inserted into games can bring about trust in terms of the efficiency of the product to gamers. However, if it is done improperly, it will bring about the opposite effect Micro cinema which mainly utilize its story, inserted the brand or information of the product into the movie. This method allows the audience to accept the information as a form of experience which will allow the audience to unconsciously add some value towards the product and allow the product to resonate with the audience Source: Authors' own study.

Grey relational analysis (GRA)
Grey system theory is a theory proposed by Professor Julong Deng in 1982. It is a method to analyze the relationship degree between factors. This theory mainly acts upon the unpredictable variables and variables whose information is insufficient within the system. These variables are then analyzed in accordance with its relative importance and designed into a relatedness analysis model (Huang and Liao, 2012). Under the theoretical framework of grey system, the method of grey relational analysis (GRA) was proposed to measure the correlation factors in the similarities and dissimilarities among the various factors. This method requires low samples (as low as 4 samples) and does not require typical distribution and does not have to be similar to regression analysis which requires suitable distribution and assumptions (Zhang, 2011). Therefore, grey relational theory is used to analyze the results of the questionnaire. Grey correlation analysis calculation formula comprises of six steps: (1) Identify reference sequence compared with the number of columns: From the original matrix D find the reference sequence A0 and compare it with sequence A1, reference sequence numbers are the factors selected from the questionnaires. Comparison of each factor to obtain their performance value.
(2) Standardization of value: the original data from matrix D was used to find the standardization (the higher the value the better).
In which, is the highest value in ; is the lowest value in . (3) Calculate the correlation value of was used to measure the distance between a normalized value and reference value of normalized data.
(4) Calculate grey relationship coefficient, is the identification value for the purpose of controlling the size of grey correlation coefficient. Generally, 0.5 is the benchmark (Deng, 1989) thus, this study used 0.5 as the identification factor.
(5) Grey relational grade ( ): Each grey correlation coefficient is the mean of grey correlation degree; these values were considered as the gray correlation degree of factors. The higher the value, the more important the factor.
(6) Gray relation sequence: Important factors were selected according to the gray correlation degree and decided in accordance with the comparison on the calculated value of gray relational degree , when value is big, the more important the factor. GRA has wide usage (Hsu et al., 2015;Chen et al., 2014, Chiu et al., 2014, Lee et al., 2012, Chen et al., 2010 and scholars of various levels used GRA in the social research. Thus, this study used GRA to extract the important factors influencing micro cinema advertisement.

Dramaturgy model
According to Goffman (1959), the main idea on the theory was first found when researching on social interaction. As for the study on inter human relationship, the dramaturgy model was proposed. In this model, the fact that certain behavior is regarded as important is due to the evolution of the people who placed importance in the behavior. The performance also included other people's effort when impressing other people. Social behavior is social performance. In the stage called society, members of society will perform their roles carefully and they will leave a desirable image of themselves (Chen 2002). Grove et al. (1992) developed the structure of dramaturgy model. When entering a performance, the performance was formed out of four main factors: 1. Actor: Performers who play the roles in the micro cinema advertisement. 2. Audience: Users, people who watched micro cinema. 3. Location: Location where the micro cinema advertisement was performed or recorded. 4. Performance: Process of performing the actions which will include the interaction between actors and the audience.

Research method
5.1. Summary of factors affecting micro cinema advertisement and its development into questionnaire

Questionnaire design and distribution
In order to conduct an in depth analysis of whether the factors affecting the success of micro cinema advertisement will vary depending on the group of users, the questionnaires created were spread into three main groups of people: Taiwanese students, a Taiwanese working group and a Mainland China working group. The main reasons for selecting these three groups are as follows: micro cinema development began in Mainland China and since Taiwan shares the same language, it is easy to compare between the working groups in Taiwan and in China. Additionally, Taiwanese student group was added to see whether this focus group will differ from the working group.
The questionnaires were divided into three parts. The first part is the introduction to the report which includes the purpose of the survey, followed by questioning whether the participants have watched micro cinema advertisement before since people who have not watched one are not qualified to act as survey participants. The second part is the content. 21 questions were made from a new column in Table 2. A Likert scale of assessment was used to assess them. The third part is the survey on the participants' personal data such as age, gender, occupation, etc.
The questionnaires are focused on people who have previously watched micro cinema in the period from August 10, 2013 to August 20, 2013, and a total of 821 questionnaires were distributed. Out of the 821, 600 and 211 valid and invalid questionnaires were received, respectively. 200 valid questionnaires were returned from each group of the three.

Use of GRA to determine the factors important to micro cinema advertisement
After utilizing the GRA calculation formula on the collected questionnaires, the grey relational degrees for each question for each group were obtained. The obtained value for each question in each group can be seen in Table 3.   Daniel (1961) pointed out that there are 3 to 6 main factors affecting the success of an enterprise. However, if the implementation of these factors as compared to a rival company is not sufficiently outstanding, then the success of the business will be difficult. Thus, this study was focused on various groups and the questionnaires' grey values are plotted on number line (see Figure 1). According to the graph, 3 to 6 factors which have the highest value are the main factors which affect the micro cinema advertisement. The questionnaire's questions and its corresponding value can be seen in Table 4 Notes: 1 sequence was done according to the grey relational value from large to small as well as different groups; 2 column, the sign at the end of the option; *** -represented the fact that all three groups believed that it is an important factor; ** -represented the fact that two of the three groups believed that it is an important factor.
3 it is the main concept of the option which can be seen in Table 2.
Source: Authors' own study.
From Table 4, it can be seen that the Taiwanese student group focused on 4 factors (creativity, good storyline, interesting, and humor); Taiwanese working group focused on 6 factors (creativity, good storyline, humor, emotion, background information and capability to capture the heart of audience); Mainland China working group focused on 4 factors (interesting, creativity, good storyline and music background). Among the factors, creativity and good storyline were regarded to be the important factors affecting micro cinema advertisement by all three groups; Being interesting was one of the important factors affecting micro cinema advertisement by Taiwanese students and Mainland China working groups; Being humorous was one of the important factors affecting micro cinema advertisement by Taiwanese student and Taiwanese working groups.

Use the dramaturgy model to discuss the important factors affecting micro cinema advertisement
The four facets of dramaturgy model -location, actor, audience, and performanceare very important to micro cinema advertisement. This study extracted the important factors in Grove and Fisk and Grove et al. (1989;1992) (14 variables) and applied it to the dramaturgy model as shown in Table 5. The conversion was based on whether or not it can be used in micro cinema advertisement. In Table 5, the third column ("Variables on micro cinema advertisement") includes the modified variables that can be used in micro cinema advertisement. As an example, one of the original variables "Location's hygiene" is not applicable to micro cinema advertisement and, thus, it is not modified. Variables that can or cannot be modified to be used in micro cinema advertisement can be seen in Table 5, which altogether form 8 usable variables.