Sequential film marketing in China: The study of social platforms and their impacts
Because the Chinese movie market is regarded as the second-largest market worldwide, with digital advertising accounting for more than 50 % of a film's total expenditure, exploring the marketing effects of social platforms on box office performance in China is crucial for Hollywood studios. In...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2025-06-01
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| Series: | Digital Business |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S266695442500002X |
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