Abstract
<span lang="EN-US"><span style="font-family: TimesNewRomanPSMT; font-size: 9pt; color: #231f20; font-style: normal; font-variant: normal;">Technology advancement has seemingly made the world smaller, especially with the existence of tools<span style="font-family: TimesNewRomanPSMT; font-size: 9pt; color: #231f20; font-style: normal; font-variant: normal;"> such as a cell phone. Along with this development, new method of marketing and promotion has been<span style="font-family: TimesNewRomanPSMT; font-size: 9pt; color: #231f20; font-style: normal; font-variant: normal;"> formed. One of these strategies is the use of micro cinema. After suffiient background study on the<span style="font-family: TimesNewRomanPSMT; font-size: 9pt; color: #231f20; font-style: normal; font-variant: normal;"> factors that seemed to affect the effectiveness of micro cinema, these factors were then used to study<span style="font-family: TimesNewRomanPSMT; font-size: 9pt; color: #231f20; font-style: normal; font-variant: normal;"> the response by Taiwanese students and a working group as well as the working group from Mainland<span style="font-family: TimesNewRomanPSMT; font-size: 9pt; color: #231f20; font-style: normal; font-variant: normal;"> China. Responses obtained from all groups were then analyzed using grey relational analysis (GRA)<span style="font-family: TimesNewRomanPSMT; font-size: 9pt; color: #231f20; font-style: normal; font-variant: normal;"> and then further analyzed using the modifid dramaturgy model by Grove et al. (1992). The result<span style="font-family: TimesNewRomanPSMT; font-size: 9pt; color: #231f20; font-style: normal; font-variant: normal;"> obtained can be used to represent the important factors in micro cinema affecting each group.</span></span></span></span></span></span></span><br style="font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; line-height: normal; orphans: 2; text-align: -webkit-auto; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-size-adjust: auto; -webkit-text-stroke-width: 0px;" /><br class="Apple-interchange-newline" /></span></span>
Highlights
The development of new media has brought changes in customer habits, and the method of marketing has 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”
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
C From Table 4, it can be seen that the Taiwanese student group focused on 4 factors; Taiwanese working group focused on 6 factors; Mainland China working group focused on 4 factors
Summary
The development of new media has brought changes in customer habits, and the method of marketing has 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 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 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. Micro-movie has played different roles in the different stages of brand communication (Wu, 2017; Shen, 2013).
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