TV series adaptations and their repercussions on consumers: insights from two complementary qualitative analyses

The study explores the nature of adaptations made on an experiential product, a TV series, that enters a foreign market, and investigates the perceptions of foreign consumers concerning the adapted experiential product in two parts. The first part content analyses the nature of adaptations based on...

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Bibliographic Details
Published in:	Journal of marketing management 2022-02, Vol.38 (3-4), p.183-218
Main Authors:	Aykol, Bilge, İpek, İlayda, Bıçakcıoğlu-Peynirci, Nilay
Format:	Article
Language:	eng
Subjects:	Adaptation consumer perception Consumers Content analysis experiential consumption Familiarity format Mass media Perceptions Qualitative research Social media Television Television programs TV series
Online Access:	Get full text
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Summary:	The study explores the nature of adaptations made on an experiential product, a TV series, that enters a foreign market, and investigates the perceptions of foreign consumers concerning the adapted experiential product in two parts. The first part content analyses the nature of adaptations based on comparisons of the contents of the original and adapted versions of the TV series, while the second part content analyses consumers' perceptions of the adapted TV series based on their social media entries. The first part reveals three broad categories of adaptations, namely contextual, cultural, and competitive. The second part indicates that the familiarity with the original TV series and the distinct genre were influential on consumers' evaluation of and satisfaction with the adapted TV series.
ISSN:	0267-257X 1472-1376