An artificial intelligence to identify inclusive marketing strategies. A multiplex cinema case study

Purpose: This research paper explores the application of association rule algorithms (ARs) in the context of cinema marketing to develop inclusive marketing strategies. The purpose of the study is to extract valuable insights from large datasets by analysing relationships and associations among various factors using ARs. Methodology: The methodology involves gathering data through questionnaires to identify association rules and patterns. Findings: Findings demonstrate that by targeting specific customer segments, such as those interested in free preview invitations and engaging in moderate cultural activities, organizations can tailor their marketing efforts to cater to their preferences. Leveraging web-based platforms, particularly Facebook, enhances communication and widens the reach to a broader audience interested in cinema experiences. Moreover, targeting married individuals who engage in moderate cultural activities and gather information from the web presents an opportunity for an inclusive marketing strategy. Promoting cinema and theatre experiences aligned with their preferences enhances inclusivity and engagement. Managerial implications: The managerial implications suggest focusing on tailored digital marketing efforts and continuous adaptation to create a more inclusive cinema experience. Research limitations: The research emphasizes the importance of gaining insights into customer preferences and behaviors through ARs to develop inclusive marketing strategies. However, limitations include reliance on questionnaire data, inability to establish causation, and potential lack of generalizability. Future research can explore integrating additional data sources and conducting longitudinal studies. Originality: The originality lies in the utilization of ARs to guide inclusive marketing strategies in the cinema industry.