There is business like show business! What marketing scholars and managers can learn from 40 years of entertainment science research

IF 9.5 1区管理学 Q1 BUSINESS Journal of the Academy of Marketing Science Pub Date : 2024-11-16 DOI:10.1007/s11747-024-01057-2

Ronny Behrens, Ann-Kristin Kupfer, Thorsten Hennig-Thurau

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Abstract

For over four decades, scholars have developed the field of entertainment science, establishing a thorough understanding of the business behind filmed, recorded, written, and programmed media products and services, encompassing consumer behavior and strategic decision-making. Building on six foundational characteristics that jointly define entertainment offerings (i.e., their hedonic, narrative, cultural, creative, innovative, and digital nature), we synthesize key findings from entertainment science research. Since each of these characteristics can be found individually in various industries, this review offers substantial potential for learning beyond the entertainment world. Leveraging the entertainment industry’s pioneering role in major cross-industry trends, including virtual worlds and generative AI, we then provide best practices for adapting to these developments. We conclude by proposing a comprehensive agenda for future research on each of the foundational entertainment characteristics within the field of entertainment science and beyond.

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有生意就有演艺圈！营销学者和管理者可以从 40 年的娱乐科学研究中学到什么

四十多年来，学者们开发了娱乐科学领域，建立了对电影、录音、文字和编程媒体产品与服务背后的商业的透彻理解，其中包括消费者行为和战略决策。基于共同定义娱乐产品的六个基本特征（即享乐性、叙事性、文化性、创造性、创新性和数字化），我们综合了娱乐科学研究的主要发现。由于这些特征中的每一个都可以在各行各业中找到，因此本综述为娱乐界以外的学习提供了巨大的潜力。利用娱乐业在虚拟世界和生成式人工智能等主要跨行业趋势中的先驱作用，我们随后提供了适应这些发展的最佳实践。最后，我们提出了在娱乐科学领域内外对每种基本娱乐特征进行未来研究的综合议程。

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来源期刊

Journal of the Academy of Marketing Science BUSINESS-

CiteScore

30.00

自引率

7.10%

发文量

期刊介绍： JAMS, also known as The Journal of the Academy of Marketing Science, plays a crucial role in bridging the gap between scholarly research and practical application in the realm of marketing. Its primary objective is to study and enhance marketing practices by publishing research-driven articles. When manuscripts are submitted to JAMS for publication, they are evaluated based on their potential to contribute to the advancement of marketing science and practice.