Proceedings of The 13th International Conference on Modern Research in Management, Economics and Accounting
Will We-Media Advertising and Marketing Boost Business Performance? – An Empirical Analysis Based on Micro Panel Data from the Film and Television Industry
By virtue of the economic and social progress, the factors influencing business performance, being key segments in the market, have been attracting considerable attention. On the basis of summarizing the factors affecting business performance, further research is made on the impact of advertising and marketing. This paper uses manually collected micro panel data and adopts econometric methods to empirically study the impact of we-media advertising and marketing on the business performance of film and television industry. It is found that we-media advertising and marketing is positively correlated with the growth of box office and plays an important mediating role. This paper thus ends with practical suggestions for enterprises.
keywords: we-media, advertising and marketing, business performance, box office.