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Research on Audience Engagement in Film Marketing -- Taking the film <Us and Them> as the Case
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media.
2019 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The film marketing is becoming increasingly important due to the fierce competition of film industry in China. With the drive of technology innovations, the creation of interaction among audiences has gradually become the spotlight of film marketing and many social media platforms are employed as marketing tools to encourage or foster audience engagement. Through the case study of Us and Them, the thesis studies how audience engagement is realized through film marketing strategies made by marketers, so as to identify the specific marketing strategies or techniques used for enhancing the audience engagement and promoting the film. As different marketing techniques will lead to different level of audience engagement, that are normally reflected by the preferences of audiences, their behaviors on social media and the way of involving into film contents, it is necessary to explore and understand the effectiveness and efficiency of these techniques, so that the film marketing can be improved while practical marketing progressing. 

Place, publisher, year, edition, pages
2019. , p. 82
Keywords [en]
Audience engagement, film marketing, social media, marketing content
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:uu:diva-387577OAI: oai:DiVA.org:uu-387577DiVA, id: diva2:1329460
Subject / course
Digital Media
Educational program
Master Programme in Social Sciences
Supervisors
Examiners
Available from: 2019-06-25 Created: 2019-06-24 Last updated: 2019-06-25Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
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  • Other locale
More languages
Output format
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