Acquiring a Digital Audience for Theaters – Looking Through The Lenses of Customer Equity and Empirical Research
Urszula Świerczyńska-Kaczor, Paweł Kossecki
Citation: Proceedings of the 2014 Federated Conference on Computer Science and Information Systems, M. Ganzha, L. Maciaszek, M. Paprzycki (eds). ACSIS, Vol. 2, pages 1277–1284 (2014)
Abstract. The aims of this paper are to: 1) outline and discuss the framework for linking theater e-marketing with customer equity; 2) assess the impact of digital theater services on the metrics connected with Customer Lifetime Value. The results of empirical research suggest that art-oriented young Internet-users, who do not attend traditional theaters, can be attracted to digital theater services. Digital services can influence the potential patron's engagement in the theater's website, favorable word-of-mouth, and also their intention to visit traditional performances.