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

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

Forschungsartikel (Zeitschrift) | Peer reviewed

Zusammenfassung

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.

Details zur Publikation

FachzeitschriftJournal of the Academy of Marketing Science
Jahrgang / Bandnr. / VolumeOnline First
Ausgabe / Heftnr. / IssueOnline First
StatusVeröffentlicht
Veröffentlichungsjahr2024 (16.11.2024)
Sprache, in der die Publikation verfasst istEnglisch
DOI10.1007/s11747-024-01057-2
Link zum Volltexthttps://link.springer.com/article/10.1007/s11747-024-01057-2
StichwörterEntertainment; Hedonic consumption; Movies; Video games; Virtual worlds; Generative AI; Research agenda

Autor*innen der Universität Münster

Behrens, Ronny
Professur für Marketing und Medien (Prof. Hennig-Thurau)
Hennig-Thurau, Thorsten
Lehrstuhl für Marketing und Medien