Marketing on online social networks versus word of mouth marketing using the American film industry as a case study

by

ACKNOWLEDGEMENT

No words can express my appreciation and gratitude to my research advisor _______ through the course of this research, Professor _____has taught me numerous values that extend well beyond the realm of _________ (Your Subject Name). His emphasis on dedication to work and his valuable and practical insights of life are some of the major highlights of my education at The University _________. To Professor _____, I say with great respect, thank you very much.

It is a great honour for me to have Professor _______ on my dissertation committee. His insightful suggestions and comments are a major asset to this research. I learned so much from Professor ______, and I will always remember him as a truly superb teacher. To Professor _____, I am greatly indebted.

I would like to thank Professor ______ for his contribution to this research. Professor _____ has provided me with essential input and guidance as an outside member of my committee. His remarks and suggestions are greatly appreciated.

I would like to thank _____________ for the support they had provided me throughout the research project.

I would like to thank _____________ for their support and help in this research.

DECLARATION

I [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for the academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

CHAPTER 1: INTRODUCTION1

Background of the Study1

Purpose of the Study2

Problem Statement2

Aims and Objectives2

Theoretical Framework3

Research Questions4

Primary4

Secondary4

CHAPTER 2: LITERATURE REVIEW5

The Social Networks5

Online Social Networking6

Word-of-Mouth Marketing6

Online Word of Mouth7

Positive and Negative Word-of-Mouth(WOM)8

Social Media Marketing versus Word of Mouth Marketing9

Related Literature on Online Word of Mouth in the Movie Industry11

Case Study: American Film Industry13

Background13

Historical Context13

Economic Context15

Technological Context15

Defining American film industry and the modern film industry16

Significance of Marketing (Word of Mouth and Online Social Networking) in American Film Industry17

CHAPTER 3: METHODOLOGY19

Research Method19

Literature Search20

Rationale for a Qualitative Study20

Research Approach21

Data Analysis21

Definition of Qualitative Research22

Consideration of Qualitative Research22

Secondary Data23

Case Study23

Ethical Concerns24

Limitations of Research25

CHAPTER 4: RESULTS AND FINDINGS26

Discussion26

Research highlights26

Impact of social networking on American Film Industry26

Challenges faced by American Film Industry30

Differences that can be Observed in Online Social Networking from Old Marketing32

Analysis35

Market analysis36

Five Forces Analysis36

Buyer power37

Supplier power39

New entrants40

Substitutes41

Rivalry42

CHAPTER 5: CONCLUSION44

REFERENCES47

CHAPTER 1: INTRODUCTION

Background of the Study

The emergence of online marketing makes more demands on the work of the marketer. First, it is timeless awareness of the global market, which has no government, customs and other boundaries, but with its inherent cultural and national characteristics. One must first understand the basic phenomena that operate in the new environment, its fundamental elements, technology, economics and marketing. Dedicated tendencies become a base, using which one can understand the essence of successful strategic marketing activities, the best tactics and emerging opportunities, to predict their next use.

Bain (2007) argued that social marketing is usually less complicated than for profit at ...