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Article
Publication date: 5 May 2022

Joshua Fogel and Prajwal Prabhu

This study aims to analyze the association of information technology and non-information technology reviewer information and advertisement format, and also demographics and theory…

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Abstract

Purpose

This study aims to analyze the association of information technology and non-information technology reviewer information and advertisement format, and also demographics and theory of planned behavior variables for watching a new movie release.

Design/methodology/approach

The authors surveyed 809 college students about various advertisement topics of traditional media/print, Internet, social media, and both print and online reviews.

Findings

For advertising, outdoor billboards and YouTube video were each positively associated with watching a new movie release while reviewer information of critic reviews in print, critic reviews online, and user reviewers were each not associated with watching a new movie release. For race/ethnicity, Hispanics were positively associated with watching a new movie release while South Asians were negatively associated with watching a new movie release. For theory of planned behavior variables, behavioral control and intentions were each positively associated with watching a new movie release.

Practical implications

In conclusion, movie production companies should dedicate large portions of their advertising budget to YouTube and outdoor billboard advertising. Also, movie production companies should continue to advertise and possibly even tailor advertising to Hispanics.

Originality/value

This is the first study for watching a new movie release to simultaneously include predictors of advertisement format including from many types of social media platforms, reviewer information whether from professional critics or user reviews, and the theory of planned behavior.

Details

Arts and the Market, vol. 12 no. 2
Type: Research Article
ISSN: 2056-4945

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Book part
Publication date: 21 June 2024

Barani Kanth, Ananda Krishnan and Debasmita Sen

India has a distinct family hierarchy and a vertical collectivistic culture. Indian traditional cultural norms discourage young adults from having romantic or sexual relationships…

Abstract

India has a distinct family hierarchy and a vertical collectivistic culture. Indian traditional cultural norms discourage young adults from having romantic or sexual relationships before marriage. Romantic liaisons and marriages are fiercely opposed outside the caste and social network. Despite this cultural practice, research in the last decade demonstrated that more young adults in India engage in premarital romantic relationships and prefer a marriage of choice. However, they strongly wish their parents to approve of their partner and arrange their marriage. This increasing trend of love-cum-arranged marriages could be considered how Indian culture adapts to the demands of modernization strongly impelled by globalization. This chapter discusses the dynamics of change in the romantic and marital agency among young adults in India. First, the authors provide a brief historical introduction to the Indian marital system. Then, the authors discuss the changing cultural dimensions that promote marital choice and independence in partner selection (e.g., filial piety). Further, the authors provide an overview of the trends in premarital romantic relationships in India. In addition, the authors discuss the distress and conflict in Indian families due to the increasing premarital romantic and sexual relationships among Indian youth, as evidenced by eloped marriages, forced marriages, and honor killings.

Details

Indian Families: Contemporary Family Structures and Dynamics
Type: Book
ISBN: 978-1-83797-595-2

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Article
Publication date: 15 July 2022

Wiah Wardiningsih, Sandra Efendi, Rr. Wiwiek Mulyani, Totong Totong, Ryan Rudy and Samuel Pradana

This study aims to characterize the properties of natural cellulose fiber from the pseudo-stems of the curcuma zedoaria plant.

116

Abstract

Purpose

This study aims to characterize the properties of natural cellulose fiber from the pseudo-stems of the curcuma zedoaria plant.

Design/methodology/approach

The fiber was extracted using the biological retting process (cold-water retting). The intrinsic fiber properties obtained were used to evaluate the possibility of using fiber for textile applications.

Findings

The average length of a curcuma zedoaria fiber was 34.77 cm with a fineness value of 6.72 Tex. A bundle of curcuma zedoaria fibers was comprised of many elementary fibers. Curcuma zedoaria had an irregular cross-section, with the lumen having a varied oval shape. Curcuma zedoaria fibers had tenacity and elongation value of 3.32 gf/denier and 6.95%, respectively. Curcuma zedoaria fibers had a coefficient of friction value of 0.46. Curcuma zedoaria fibers belong to a hygroscopic fiber type with a moisture regain value of 10.29%.

Originality/value

Extraction and Characterization of Curcuma zedoaria Pseudo-stems Fibers for Textile Application.

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