TY - GEN
T1 - Interactivity in Social Media
T2 - 2nd Digital Marketing and eCommerce Conference, DMeC 2021
AU - Fondevila-Gascón, Joan Francesc
AU - Mir-Bernal, Pedro
AU - Perelló-Sobrepere, Marc
AU - Polo-López, Marc
N1 - Publisher Copyright:
© 2021, The Author(s), under exclusive license to Springer Nature Switzerland AG.
PY - 2021
Y1 - 2021
N2 - 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.
AB - 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.
KW - Cinema
KW - Digitization
KW - Interactivity
KW - Marketing
KW - Social media
UR - http://www.scopus.com/inward/record.url?scp=85125252738&partnerID=8YFLogxK
U2 - 10.1007/978-3-030-76520-0_5
DO - 10.1007/978-3-030-76520-0_5
M3 - Conference contribution
AN - SCOPUS:85125252738
SN - 9783030765194
T3 - Springer Proceedings in Business and Economics
SP - 43
EP - 49
BT - Advances in Digital Marketing and eCommerce - 2nd International Conference, 2021
A2 - Martínez-López, Francisco J.
A2 - López López, David
PB - Springer Science and Business Media B.V.
Y2 - 29 June 2021 through 30 June 2021
ER -