How Social Media Impacts The Movie Industry
Faculty Mentor(s) Name(s)
Ania Rynarzewska
Abstract
How Social Media Impacts Movie Consumers In our society, it seems like any new product, clothing item, or sports event comes with a reaction video of people giving their opinions of it on social media. This especially includes the film industry and new movie releases. When the new movie Anyone But You came out, 63,000 videos were posted with the hashtag #anyonebutyou on TikTok talking about their personal opinions and observations of the movie. The US has one of the largest social media advertising markets in the world and it continues to grow. This study will look to see if these social media posts have an affect on the attitude and behaviors of consumers when it comes to movies. Social media has made it easy for consumers to self-advertise new movies like Saltburn, Mean Girls, and Anyone But You through any platform. According to researchers, around 52% of active users on TikTok claim to have discovered a new actor, TV show, or movie on the app. Consumers on social media apps also use hashtags and repost each other's videos which only grows the exposure of the content. The traditional way of advertisement for the movie industry has always involved billboards, commercials, and even bus advertisements, but this society has now moved to a world where word-of-mouth, viral marketing, and social influence is very important. For this study, our sample population will be college students in their late teens to early 20’s. We will be using a mixed method which means starting with a qualitative exploratory research process and then quantitative descriptive research to answer the question how social media has impacted movie consumers.
Start Date
27-3-2024 9:00 AM
End Date
27-3-2024 9:50 AM
Location
Magnolia Ballroom
How Social Media Impacts The Movie Industry
Magnolia Ballroom
How Social Media Impacts Movie Consumers In our society, it seems like any new product, clothing item, or sports event comes with a reaction video of people giving their opinions of it on social media. This especially includes the film industry and new movie releases. When the new movie Anyone But You came out, 63,000 videos were posted with the hashtag #anyonebutyou on TikTok talking about their personal opinions and observations of the movie. The US has one of the largest social media advertising markets in the world and it continues to grow. This study will look to see if these social media posts have an affect on the attitude and behaviors of consumers when it comes to movies. Social media has made it easy for consumers to self-advertise new movies like Saltburn, Mean Girls, and Anyone But You through any platform. According to researchers, around 52% of active users on TikTok claim to have discovered a new actor, TV show, or movie on the app. Consumers on social media apps also use hashtags and repost each other's videos which only grows the exposure of the content. The traditional way of advertisement for the movie industry has always involved billboards, commercials, and even bus advertisements, but this society has now moved to a world where word-of-mouth, viral marketing, and social influence is very important. For this study, our sample population will be college students in their late teens to early 20’s. We will be using a mixed method which means starting with a qualitative exploratory research process and then quantitative descriptive research to answer the question how social media has impacted movie consumers.