| Abstract [eng] |
Nowadays, when advertising must keep up with social media trends to stay relevant, film marketing specialists need to find the most effective ways to attract consumers to the cinemas. With the increasing number of social networks, it is important to understand which platforms and content formats affect film viewers the best. In this work, the social network “Instagram” was chosen to be studied due to the relatively low level of research on the impact of content elements on consumers on this platform. The object of the work is the impact of „Instagram“ content on consumers' decision to watch a film in the cinema. This work aims to study the impact of „Instagram“ content on consumers' decision to watch a film in the cinema. Tasks of the work: 1) To systematize the characteristics of social media presented in the scientific literature; 2) To substantiate the impact of social media on consumer opinion; 3) To find out the means of communication carried out on social media for film advertising and their influence on consumers' decision to see a film in the cinema; 4) To examine the level of research on the use of social networks for the purpose of encouraging consumers to see a film in the cinema; 5) Having assessed the theoretical and empirical aspects, to form a model for the empirical research on the impact of the content of the social network Instagram on consumers' decision to see a film in the cinema and to develop a research methodology; 6) To carry out an empirical assessment of the model of the impact of „Instagram“ content on consumers' decision to watch a film in the cinema and to substantiate or refute it, based on the results of the qualitative and quantitative research. The theoretical part revealed that social networks have changed their primary function (to communicate) to a new one (to share content). Regarding scientific sources a preliminary model of the content formats on social networks influencing consumer decisions was created, and later adjusted based on the results of the authors' research examined in the analytical part. Based on it, 4 hypotheses were put forward. The results of the quantitative study (N=386) showed that the greatest influence on consumer decisions is exerted by film trailers, the lesser – by consumer reviews, and least – by influencer recommendations. The results of the qualitative study (N=6) revealed a very positive attitude of Lithuanian film marketing specialists towards the impact of influencers on consumer decisions. Additionally, the informants trust the power of consumer reviews to a lesser extent, and the least – the influence of film trailers. Both consumers and specialists agreed with the influence of famous actors on decisions to see a film in a cinema. The work material is laid out over 95 pages, including 32 tables, 9 figures, 24 appendices, and 98 literature sources. |
