Abstract
Nowadays, the importance of social media in the various sectors of our society is unquestionable. Furthermore, the investment that the cinematographic industry has been making in the use of new digital platforms that promote communication with the public is also undeniable. The trend is the cinema converge with the Internet, so it is imperative that the cinematographic industry creates an online content production system continuously and updated before, during and after the film’s debut in theatres. This empirical study aims to highlight the effects of the awarding of the best film and best actor in the 76th Golden Globe Award for the movie Bohemian Rhapsody. In this way, it was analysed the engagement of web users with the Facebook page before and after the attribution of the prizes to the film object of this analysis. The results show that as we move further from the release date of the movie, there will be a trend towards more “likes”, but less “shares” and “comments” by users that follows the movie page. Nevertheless, this trend changed in order to the Bohemian Rhapsody victory in the Golden Globes. Therefore, it is concluded that the awarding of premiums to the films modifies the engagement of the users in that pages of social media.
Highlights
Nowadays, the importance of social media in the various sectors of our society is unquestionable
The investment that the cinematographic industry has been making in the use of new digital platforms that promote communication with the public is undeniable
The trend is the cinema converge with the Internet, so it is imperative that the cinematographic industry creates an online content production system continuously and updated before, during and after the film’s debut in theatres
Summary
Os social media influenciam diariamente as pessoas e, consequentemente, as marcas e organizações. É necessário analisar os social media nos seus diversos contextos (Hutchins 2014) e as marcas têm utilizado as suas ferramentas para gerar notoriedade, envolvimento e relevância (Hutter et al 2013). O envolvimento nos social media é um contexto especifico de envolvimento do consumidor (Brodie et al 2013) e que começa com o “gostar” de uma página no Facebook (Beukeboom et al 2015). Como consequência esse comportamento levará à diminuição visibilidade orgânica da página nas redes sociais pelo que as marcas devem estimular os utilizadores a tornarem-se mais ativos (Sun et al 2014). Hudson et al (2016) concluíram que os consumidores que se envolvem nas redes sociais com as suas marcas preferidas têm relações mais fortes com as mesmas. Criar envolvimento com as publicações nas redes sociais não é fácil para as marcas. Os consumidores tendem a envolverem-se mais com conteúdos não comerciais e que incluam questões emocionais e sentimentos (Swani et al 2013)
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