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


AYKOL B., İPEK İ., BIÇAKCIOĞLU PEYNİRCİ N.

JOURNAL OF MARKETING MANAGEMENT, vol.38, no.3-4, pp.183-218, 2022 (SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 38 Issue: 3-4
  • Publication Date: 2022
  • Doi Number: 10.1080/0267257x.2021.1940244
  • Journal Name: JOURNAL OF MARKETING MANAGEMENT
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus, International Bibliography of Social Sciences, Periodicals Index Online, ABI/INFORM, Business Source Elite, Business Source Premier, Public Affairs Index
  • Page Numbers: pp.183-218
  • Keywords: Adaptation, experiential consumption, format, TV series, consumer perception, INTERNATIONAL MARKETING-STRATEGY, YO-SOY-BETTY, CULTURAL PRODUCTS, ADVERTISING STANDARDIZATION, UGLY-BETTY, PERFORMANCE, US, AMERICAN, WEB, CONSEQUENCES
  • Dokuz Eylül University Affiliated: Yes

Abstract

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.