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Keywords: Fan economy
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Journal Articles
New audiences’ theater attendance in China: the impacts of transmedia storytelling, fan economy and social media marketing
Available to Purchase
Journal:
Arts and the Market
Arts and the Market (2025) 15 (1): 63–78.
Published: 01 January 2025
...Xi Chen; Mingda Zhao Purpose With the rise of new generations of audiences, the marketing environment of theaters has undergone significant changes. The study investigates how transmedia storytelling, fan economy and social media marketing influence new audiences’ curiosity and drive...
