The role of the development of social media (technology and platforms)
4.2.1 The growing spending time of people on social media
Figure 4.1 the time people spend on social media
As is shown in the pie chart (Fig.4.1), 56.10% of the respondents spent 5-8 hours in the social media a day, which agrees with the data released by China Internet Center (CNNIC). According to CNNIC (2016), China 's Internet users have reached 688 million, and Internet penetration rate has reached 50.3%, which is more than a half. What’s more, the number of Chinese social media users has reached 620 million, which become the world’s largest and most active social media user group. The result of this study reveals that most Chinese use social media for most of the …show more content…
It indicates that most Chinese Internet users would like to post information online. It means that the value of social media would be more and more important with the rise of social consumers. In contrast to exposure to the traditional publicity, with the promotion of social media, people who like involve or contribute a discussion would like to pay attention films …show more content…
Each person is the recipient and communicator of the information in social media. Therefore, one of the strategies of social media marketing is connecting contents of varies of social media platforms into a social media matrix, intensify marketing mission, and spread the information infinitely, which enables the information been multiple repost and spread, that creates influence (Tuten 2008). Above results of the research show that social media such as Weibo and Wechat perhaps has become more and more popular. The obvious feature of social media is probably contents decided by users who are not only the audience but also the advertising channel. Accordingly, film marketing could make full use of the characteristics of social media to meet the different purposes of profit mode.
These above findings all reveal the development of social media and the development of the technology of social media. With the gradual improvement of the function of social media platforms, more and more film companies use social media for publicity, and it may also make most people get used to using this kind of tool to obtain information about films. For consumers, it is possible for social media to become the main platform for their personal consumption. Some respondents also expressed this
4.2.1 The growing spending time of people on social media
Figure 4.1 the time people spend on social media
As is shown in the pie chart (Fig.4.1), 56.10% of the respondents spent 5-8 hours in the social media a day, which agrees with the data released by China Internet Center (CNNIC). According to CNNIC (2016), China 's Internet users have reached 688 million, and Internet penetration rate has reached 50.3%, which is more than a half. What’s more, the number of Chinese social media users has reached 620 million, which become the world’s largest and most active social media user group. The result of this study reveals that most Chinese use social media for most of the …show more content…
It indicates that most Chinese Internet users would like to post information online. It means that the value of social media would be more and more important with the rise of social consumers. In contrast to exposure to the traditional publicity, with the promotion of social media, people who like involve or contribute a discussion would like to pay attention films …show more content…
Each person is the recipient and communicator of the information in social media. Therefore, one of the strategies of social media marketing is connecting contents of varies of social media platforms into a social media matrix, intensify marketing mission, and spread the information infinitely, which enables the information been multiple repost and spread, that creates influence (Tuten 2008). Above results of the research show that social media such as Weibo and Wechat perhaps has become more and more popular. The obvious feature of social media is probably contents decided by users who are not only the audience but also the advertising channel. Accordingly, film marketing could make full use of the characteristics of social media to meet the different purposes of profit mode.
These above findings all reveal the development of social media and the development of the technology of social media. With the gradual improvement of the function of social media platforms, more and more film companies use social media for publicity, and it may also make most people get used to using this kind of tool to obtain information about films. For consumers, it is possible for social media to become the main platform for their personal consumption. Some respondents also expressed this