Date of Award
Spring 2017
Degree Name
Bachelor of Science (BS)
Advisor(s)
Bozena Mierzejewska
Abstract
This study investigates the social media marketing methods of Hollywood motion picture marketers across all genres to determine similarities and differences in strategy. The aim of this study is exploratory research about current social media marketing practices on Twitter within the Hollywood motion picture industry. The study identified the two most popular weeks in November for movie releases and conducted a content analysis of the social media promotion of the seven nationally released films. Each post by the film’s verified Twitter accounts was analyzed using a series of content-related questions aimed at recording trends in language, intention, and content. The study identified numerous similarities between each film’s promotion that suggests that social media marketing on Twitter has become more formulaic. A longitudinal study with a larger sample is needed to confirm these findings.
Recommended Citation
Murray, Sarah, "Social Media in Blockbuster Films: Analysis of Use in November 2016 Movie Releases" (2017). Gabelli School of Business Honors Thesis Collection. 133.
https://research.library.fordham.edu/gabelli_thesis/133
