Interactivity in Social Media: A Comparison in the Movie Studios Sector

Joan Francesc Fondevila-Gascón, Pedro Mir-Bernal, Marc Perelló-Sobrepere, Marc Polo-López

Research output: Book chapterConference contributionpeer-review

1 Citation (Scopus)


This research analyzes the social media activity of three movie studios (20th Century Fox, Warner Bros and Universal Studios), and how that is affecting in the numbers and relevance of each. We develop a database to keep a record of the decisions this companies have been doing and how they take advantage of the tools presented by the social media. Methodology is quantitative. We collect frequency of posts, special events, types of post, the number of likes and comments retrieved from the viewers and also the number of shared posts. We have focused in different parts of each social media since, each one is designed to fulfill one specific aspect. With that approach we expect to determine which of the companies has understood better the way they have to be used and if they had won any kind of advantage through the good use of this medias presented as more interaction between themselves and the viewers and a more effective way to present their products. We conclude a correlation between enterprises (movie studios) and social media.

Original languageEnglish
Title of host publicationAdvances in Digital Marketing and eCommerce - 2nd International Conference, 2021
EditorsFrancisco J. Martínez-López, David López López
PublisherSpringer Science and Business Media B.V.
Number of pages7
ISBN (Print)9783030765194
Publication statusPublished - 2021
Event2nd Digital Marketing and eCommerce Conference, DMeC 2021 - Barcelona, Spain
Duration: 29 Jun 202130 Jun 2021

Publication series

NameSpringer Proceedings in Business and Economics
ISSN (Print)2198-7246
ISSN (Electronic)2198-7254


Conference2nd Digital Marketing and eCommerce Conference, DMeC 2021


  • Cinema
  • Digitization
  • Interactivity
  • Marketing
  • Social media


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