The Movie Consumption In Digital Age;social Media Influence On Consumers Decision

The expansion of social media contributed to the changes in our daily life such as the easy access and flexibility of information,which includes information about movies.As a wide range of marketing companies benefit from social media,so does the movie industry itself.Social media as the platform for movie promotion represents the challenging platform for movie advertising industries to attract consumers to be interested in movie consumption.To improve the efficiency of movie promotion in social media we need to explore to which extend consumers can be persuaded to movie consumption via social media.Based on previous research and the theory of consumers purchasing behavior by Engel Kollat Blackwell model,this study examines the influencing factors behind the past decision of movie consumption,specifically how the factors of trailer,critics review,star power and digital word of mouth via social media influenced consumers’ movie consumption decisions.Using a survey analysis of302 participants,this study found significant relationships between movie consumption and trailer,critics review,star power and digital word of mouth on social media.The other demographic factors that showed positive significance with movie consumption are age,education and gender.