| 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: | Department of Computing |
| Pages: | vii, 48 leaves : illustrations (some color) ; 30 cm |
| Language: | English |
| 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. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| b27577235.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 2.12 MB | Adobe PDF | View/Open |
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