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This study aims to explore the determinants of behavioral intentions during the previsit stage by investigating the influence of audience involvement with the audiovisual product and the mediating role played by place attachment.

Structural equation modeling was employed to verify the hypothesized relationships using the AMOS 24.0 program to assess the proposed model. A total of 564 young Chinese audiences who had watched the Thai television (TV) series “I Told Sunset About You” but had not previously visited Phuket, Thailand, were collected using the online survey as participants.

The findings indicate that audience involvement has a significant positive effect on place attachment and behavioral intentions during the previsit stage. Place attachment significantly influences behavioral intentions. Moreover, the result suggests that place attachment significantly mediates the relationship between audience involvement and behavioral intentions.

This study contributes to film tourism research by revealing the crucial role of audience involvement in enhancing place attachment and fostering behavioral intentions toward depicted destinations among potential tourists.

This study suggests that destination marketers should be aware of the soft power of films and TV series to promote destination and attract prospective tourists.

This study provides a distinctive perspective on the interrelationships between audience involvement, place attachment, and previsit behavioral intentions. Additionally, it sheds light on the underlying mechanisms influencing potential tourists' behaviors in the context of film tourism.

Sports leagues have stood out in the entertainment industry due to their great economic value and cultural impact. This is the case of the American sports leagues, with emphasis on the National Basketball Association (NBA), whose largest Latin American market lies on Brazil. The aforementioned league’s audience is constantly growing, a fact that can be partially explained by the encouragement provided for its viewers to interact through social media, in a phenomenon called social TV. Accordingly, the aim of the present study is to investigate how social TV works as a means for Brazilian fans to coproduce their NBA broadcasting enjoyment through social media interactions.

The authors conducted a netnography on the community of fans engaged in Twitter hashtag #NBAnaESPN, which was released by ESPN to promote audience integration during NBA games' broadcasting.

A theorization about the role played by social TV in the way fan culture articulates through social media to enjoy broadcasting media products was herein presented. The findings of this study have evidenced three categories concerning the role played by television broadcasting, social media and the fandom in NBA consumption by Brazilian fans. Based on these findings, the authors got to the conclusion that social TV establishes a mediatized environment where fan culture can be articulated through social media to enable interactions about television broadcasting.

The study was limited to members of the Brazilian NBA audience who engage in the official social media of the league’s broadcasting.

The study heads toward a theoretical generalization based on the research results.

This study aims to examine the strategy of TV9 Nusantara, one of the local televisions in Indonesia, marketing its religious programs when soap operas are the most popular television programs in Indonesia.

This study used a descriptive qualitative method by collecting data using in-depth interviews, observation and documentation.

TV9 Nusantara used a counter-programming strategy to seize viewers from the competing television stations; the prime time is also set differently from other televisions as well as implements a head-sterling strategy to make the audiences loyal to watching TV9 Nusantara programs and not switch the channels.

In Indonesia, three types of television stations are broadcast nationally, publicly or government-owned, central and regional and local television. This study only focused on local television stations whose main program is religious, especially Islam.

The results of this study can underline the importance of establishing segmentation, targets, differentiation and market positioning as well as efforts to create products, prices, places and promotions for journalistic products, especially TV broadcast products and production processes that follow Sharia principles.

This study can inform the public regarding TV Broadcasting products and production processes following Sharia principles.

This study examined the implementation of marketing strategies and the marketing mix on local television, especially television that broadcasts programs that are not the favorites of most viewers.

The impact of various factors on how TV sports audiences perceive sport event sponsors’ billboards around sports facilities has been the subject of extensive research. Despite numerous factors that impact the effectiveness of sponsor signage at sporting events, there has been a lack of research regarding the language used for such signage around sports facilities’ billboards. Therefore, this study aims to investigate the effects of billboard advertisement language on TV sports audiences’ recognition, recall and search intention to sponsor signage.

This study employed an online experimental design. Participants (n = 925) were recruited from two linguistically different regions: Chinese and English. Participants were randomly assigned to one of two conditions: watching tennis video matches with billboard advertisements presented in either the Roman alphabet exclusively or in a combination of the Roman alphabet and Chinese characters.

This study revealed that although language cannot significantly impact audiences’ unaided recall of a brand, it does have a discernible effect on brand recognition and search intention among audiences. Additionally, people are more likely to search for brands in their native language. Participants from various regions tend to have different recognition rates and search intentions for sport sponsors.

This is the first manuscript examining the use of different languages in relation to audiences’ recognition and recall of sports sponsorship. It provides empirical evidence of the importance of carefully considering the language used in sponsor signage around stadium billboards to optimize the efficacy of sponsorships at sports events.

Aiming to explore how audience consume and produce media events in the digital, distributed and social era we live in, the paper analyzes the viewing patterns of video news items during a media event (the week of Donald Trump's presidential visit to Israel, the first to a country outside the US), compared to a parallel comparable “ordinary” period (two weeks later, in which no inordinacy events occurred). The comparison focused on simultaneous activities of audiences engaged with the event, with either related (i.e. second screening) or unrelated (i.e. media multitasking).

The research is a diary study based on a dedicated mobile app in which respondents reported their news-related behavior during two periods: a media event period and comparable “ordinary” period.

Participants reported watching significantly more news video items in the first day of the media event week compared to the first day of the “ordinary” week. More than half of the viewing reports of the media event were not on TV. In the media event week, there were significantly higher percentages of viewing reports on smartphones/computers and significantly higher percentages of second-screening reports.

This is the first study that empirically explores the viewing patterns of video news items during a media event, compared to an “ordinary” period, focusing on media second screening of audiences engaged with the event. This comparison may reveal whether (1) media events still retain their centrality in a multi-screen era and (2) the role of the internet and online social media in the experience of media events.

This research aims to analyse the degree of influence that viewing frequency and preferences for movies and television (TV)/platforms series and aspects related to movie destinations have on the socio-demographic profile of the tourist interested in film tourism.

An artificial neural network (ANN) is used, in which the input values correspond to the questions asked through the questionnaire and the estimated output values are the socio-demographic profile.

Low frequency of attendance at movie theatres, especially amongst the youngest. Profiles with a higher level of education value the cultural elements in the destination more. A high-income profile is revealed that considers the visit to the film destination as a secondary reason for their trip since they value the proximity to the main holiday destination and show that this visit does not bring them greater satisfaction than other activities. Experiential tourism is another aspect valued by the profiles with the highest income, which can be easily related to film tourism.

Customised input values estimate specific output values, building “identikits” of tourists based on the responses incorporated into the model and easily customisable by the researcher, making them useful in film tourism products and service elaboration. Although this method has been used successfully on other tourist profile types, no studies of this type applied to film tourism were found, and this work aims to pioneer this line.

Regarding human resource and labour relations management, academia focuses mainly on cities; however, rural areas are an integral part of China's economic structure. This study focuses on the movie projection industry in China's rural areas and explores how human resource practices (HRPs) are transformed and the labour process is reconstructed in digital transformation.

We adopt a case study of a rural movie projection company. The company's HRPs reconstructed the labour process of movie projection, and they have been promoted as national standards. Data were collected from in-depth interviews, files and observations.

Rural movie projection companies combine high-performance and paternalistic HRPs in the media industry's digital transformation. HRPs and digital technology jointly reconstruct the labour process. First, the HRPs direct labour process practices towards standardisation. Second, the digital supervision platform guides the control style from simple to technical, placing projectionists under pressure while increasing management efficiency. Third, rural movies made using digital technology have disenchanted rural residents. Accordingly, the conventional relationships between the “country and its citizens,” “individuals themselves,” and “models and individuals” have been removed, and a new relationship between “individuals themselves” is formed thanks to the novel HRPs.

This research plays a crucial role in exposing researchers to the labour process of rural movie projection, which is significant in China but often ignored by Western academia and advances the Chinese contextualisation of research on labour relations.

In this era of technological advancement, the capabilities of devices and telecommunications have changed the pattern of media consumption among consumers. This study examined the research landscape and advancements in OTT services.

This study adopted a hybrid review consisting of bibliometric and thematic analyses to present advancements in the OTT platforms. A hybrid review integrates both systematic and narrative approaches by emphasizing a literature search strategy and the study selection process.

This study focuses on previous literature to understand recent developments in the domain. The authors derive six major OTT themes: OTT infrastructure and technology advancement, OTT consumption behaviour, shifting trends towards OTT platforms, viewers’ engagement in digital media, OTT in the global market, OTT policies and regulatory mechanisms.

The findings of this study will be useful for marketers/stakeholders associated with the entertainment and media industries, such as sales promotion teams, media planners/advertisers, content management companies and policy regulators, to penetrate OTT viewers.

The literature related to OTT is progressively rising, but it remains highly fragmented because of inconsistencies in the methodologies and theories used in the domain of OTT. This study offers directions in terms of theory, methodology and future research on OTT services.

This paper explores the entrepreneurial transformation of Bangtan Sonyeondan or Bangtan Boys (BTS), tracing their journey from initiation through expansion. Despite the global prominence of their music, dance and outreach, many aspects of BTS’s meteoric rise remain underexplored. This study aims to illuminate the strategic and organizational developments that have propelled their unprecedented growth in the global media landscape.

Using case study research methods, this paper uses a multimodal approach to examine BTS’s intricate interactions with market dynamics and fan engagement comprehensively. Using entrepreneurial innovation as the overarching theoretical framework, the authors categorize BTS’s transformational processes into drivers, practices and outcomes, thereby elucidating the strategies used to navigate key challenges and pivotal moments in their worldwide ascent.

The BTS organization exhibits a distinct entrepreneurial orientation and transformation process across its phases of initiation, development, growth and expansion. The authors identify specific drivers, practices and outcomes along with strategic vision, actionable practices and measurable performance outcomes at each stage.

While this study draws valuable parallels between BTS’s trajectory and established growth models, it recognizes the limitations inherent in a single-case study approach. The findings highlight the critical role of entrepreneurial leadership in the entertainment industry and suggest further exploration into the universal applicability of these models across different genres and cultural contexts within the music industry.

This paper underscores the importance of entrepreneurial innovation within entertainment organizations. The conceptual framework provided can assist managers in formulating strategies and policies for the growth and transformation of similar entities.

BTS’s case demonstrates how engaging a global audience with culturally specific content and the universal appeal of youthful energy can be transformative. This engagement is facilitated through effective use of music, dance and dynamic interactions on social media.

By analyzing BTS from an entrepreneurial leadership perspective, this study offers unique insights by examining their internal motivations and managerial practices, as well as the external outcomes, spanning from 2010 to 2023.

Consumers are increasingly spending more time on social media platforms to cope with anxiety and loneliness resulting from the recent pandemic. The extraordinary times, characterised by isolation and lockdown, has placed increasing dependence on online technology as a coping mechanism in which social media influencers (SMIs) served as the human face of brands, helping both consumers and brands maintain human connection. How should practitioners navigate their social media campaigns in this changing environment?

To answer this question, the Source Connectedness Pyramid is proposed to help explain and compare the interactions between consumers and SMIs in ordinary and extraordinary times.

In their interactions with influencers during ordinary times, consumers are satiated with influencer source characteristics of attractiveness, trustworthiness and expertise. However, during extraordinary times, consumers substitute their usual preference to focus on connectedness, characterised by relatedness, belongingness and attachment.

The empirical study within this paper lends support to this proposition and offers additional insights. The proposed Source Connectedness Pyramid contributes to influencer communication theoretically and has strategic implications for practitioners when navigating their social media campaigns in these extraordinary times.