Research on the Impact of Social Media Marketing of Films on Consumer Behaviour

Abstract

Before and at the early stage of a movies release, a successful movie marketing strategy will have a great attraction and influence on the target audience. The trailer is a marketing tool used before the official release of a movie, and its main function is to market and publicize the movie to a general audience, as well as be an effective tool for the audience to understand the movie. And topic marketing is to position the content of the movie through emotional value, social topics, potential consumer experiences, and so on, to build consumer awareness of the movie. Effective marketing promotion can increase the conversion rate of the audience want to see by influencing consumer decision-making behavior. Therefore, this paper explores the impact of two social media marketing methods (trailer marketing and topic marketing) on consumer decision-making behavior on Weibo and Douyin from the perspective of the audiences want to see conversion rate. This will provide a useful reference for movie producers to carry out effective marketing promotions.