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

Jia-Fen Wu, Tzong-Ru Lee, Irsan Prawira Julius Jioe, Chun-Yu Chien, Lesse L. Mendy

Abstract


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 suffiient 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 modifid dramaturgy model by Grove et al. (1992). The result obtained can be used to represent the important factors in micro cinema affecting each group.


Keywords


micro cinema, micro cinema advertisement, grey relational analysis, dramaturgy model, technology, Mainland China, Taiwanese students

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DOI: http://dx.doi.org/10.17951/ijsr.2018.7.0.33-47
Data publikacji: 2019-03-02 12:20:00
Data złożenia artykułu: 2018-05-05 12:12:25

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