Acquiring a Digital Audience for Theaters – Looking Through the Lenses of Customer Equity and Empirical Research

Abstract

The aims of this paper are to: 1) outline and discuss the framework for linking theater e-marketing with customer equity; 2) assess the impact of digital theater services on the metrics connected with Customer Lifetime Value. The results of empirical research suggest that art-oriented young Internet-users, who do not attend traditional theaters, can be attracted to digital theater services. Digital services can influence the potential patron’s engagement in the theater’s website, favorable word-of-mouth, and also their intention to visit traditional performances.

Keywords: theaters, e-marketing, customer equity, customer lifetime value, internet

JEL Classification: C30, L30, M31, Z10