Interactivity in Social Media: A Comparison in the Movie Studios Sector

Joan-Francesc Fondevila-Gascón (), Pedro Mir-Bernal, Marc Perelló-Sobrepere and Marc Polo-López
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Joan-Francesc Fondevila-Gascón: Blanquerna-Universitat Ramon Llull, EU Mediterrani-Universitat de Girona, Cesine, Universitat Pompeu Fabra, Euncet-UPC, EAE Business School, CECABLE
Pedro Mir-Bernal: Universidad de Navarra
Marc Perelló-Sobrepere: Blanquerna-Universitat Ramon Llull, EU Mediterrani-Universitat de Girona, Cesine, UPF, Euncet-UPC, CECABLE
Marc Polo-López: Blanquerna-Universitat Ramon Llull, EU Mediterrani-Universitat de Girona, Cesine, UPF, Euncet-UPC, CECABLE

A chapter in Advances in Digital Marketing and eCommerce, 2021, pp 43-49 from Springer

Abstract: Abstract This research analyzes the social media activity of three movie studios (20th Century Fox, Warner Bros and Universal Studios), and how that is affecting in the numbers and relevance of each. We develop a database to keep a record of the decisions this companies have been doing and how they take advantage of the tools presented by the social media. Methodology is quantitative. We collect frequency of posts, special events, types of post, the number of likes and comments retrieved from the viewers and also the number of shared posts. We have focused in different parts of each social media since, each one is designed to fulfill one specific aspect. With that approach we expect to determine which of the companies has understood better the way they have to be used and if they had won any kind of advantage through the good use of this medias presented as more interaction between themselves and the viewers and a more effective way to present their products. We conclude a correlation between enterprises (movie studios) and social media.

Keywords: Cinema; Interactivity; Marketing; Social media; Digitization (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-76520-0_5

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DOI: 10.1007/978-3-030-76520-0_5

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