An analysis of social media marketing effect of movies

Pao Yue-kong Library Electronic Theses Database

An analysis of social media marketing effect of movies

 

Author: Sun, Bingqiong
Title: An analysis of social media marketing effect of movies
Degree: M.Sc.
Year: 2014
Subject: Internet marketing.
Online social networks.
Advertising -- Motion pictures.
Hong Kong Polytechnic University -- Dissertations
Department: Dept. of Computing
Pages: vii, 48 leaves : illustrations (some color) ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b2757723
URI: http://theses.lib.polyu.edu.hk/handle/200/7540
Abstract: Marketing has significantly changed by the Internet technology, especially Web.2.0 technology. Movie production team has to make use of social networks to promote their productions. The main objective of this project is to study the characteristics and effects of this newly emerged marketing approach. The project focuses on analyzing different characteristics of Facebook posts on movie Facebook pages and their effectiveness in terms of attracting likes, comments and shares from Facebook users. The project found out that movie Facebook pages should make use of user behaviors in combination of the information resources they have in order to attract more Facebook users.

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