Social Media as a Film Promotion Tool: Strategies and Effects in the Chinese Market
Abstract
With the advent of the digital era, the role of social media in film promotion has become increasingly significant. This paper aims
to explore the strategies and effects of using social media as a tool for film promotion in the Chinese market. Through literature review and
case studies, the paper summarizes the positive impacts of social media on film promotion. It also proposes effective strategies for leveraging
social media in the Chinese market and offers prospects for future research directions.
to explore the strategies and effects of using social media as a tool for film promotion in the Chinese market. Through literature review and
case studies, the paper summarizes the positive impacts of social media on film promotion. It also proposes effective strategies for leveraging
social media in the Chinese market and offers prospects for future research directions.
Keywords
Social Media; Film Promotion; Digital Marketing
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[1] Boyd, D. (2010). Social Network Sites as Networked Publics: Affordances, Dynamics, and Implications. In Z. Papacharissi (Ed.), A Networked Self: Identity, Community, and Culture on Social Network Sites (pp. 39-58). Routledge.
[2] Jenkins, H. (2006). Convergence Culture: Where Old and New Media Collide. New York University Press.
[3] Shirky, C. (2008). Here Comes Everybody: The Power of Organizing Without Organizations. Penguin Press.
[4] Napoli, P. M. (2011). Audience Evolution: New Technologies and the Transformation of Media Audiences. Columbia University Press.
DOI: http://dx.doi.org/10.18686/frim.v2i4.4330
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