Consumer behavior and marketing research in the film market

Zsuzsa, Nyíri (2026) Consumer behavior and marketing research in the film market. GRADUS, 13 (1). ISSN 2064-8014

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Abstract

In general, creative industries refer to all economic activities that use individuals' creativity, skills, and talents to potentially create economic value through the exploitation of intellectual property. The specific creative industry that this article focuses on is the film industry. The film industry is considered an important creative industry because it is an industry whose products and services are primarily based on creativity and intellectual capital. The article examines the marketing and online communication of Hungarian films, with a particular focus on the impact of social media and word-of-mouth on viewers' film selection decisions and their attitudes towards films. Its aim is to explore the links between consumer behavior and marketing strategies, as well as to provide practical guidance on the integrated use of digital and traditional channels for successful Hungarian film marketing.

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