ASSESSING THE INFLUENCE OF SOCIAL MEDIA ON FILM MARKETING AND AUDIENCE ENGAGEMENT
Abstract
ABSTRACT
This study assessed influence of social media on film marketing and audience engagement. Five objectives guided this study while two theories: Technological determinism theory and adoption of innovation theory served as the theoretical underpinnings upon which this study was anchored. Survey Research method was used while purposive sampling technique employed to select 400 respondents from the population of this study with a structured questionnaire as the instrument of data collection. Findings revealed that social media is more than a promotional spaceit is integral to the full movie-viewing cycle, from discovery to post-viewing interaction. Influencer marketing and consistent brand presence on social platforms are valuable strategies for filmmakers. Similarly, films with a strong online presence tend to attract more interest. The findings further recommended that film marketers should invest in community-building strategies such as interactive Q&A sessions, live chats, and behind-the-scenes content to foster long-term engagement.
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