The Role of WOM (Word of Mouth) Marketing
4.4.1 The analysis of the results of WOM Figure 4.6 what kind of account like to follow on social media
According to the research of Chinese like to follow what kind of account on social media (Fig 4.6), nearly 70% of the respondents are interested in We media like movie critic etc, which option ‘5’ (‘very probably’) accounted for 46.36%. The proportion of ‘actor or actress’ is the second highest, which accounted for 53.67% in total. On the contrary, there is approximately half of the sample not so fond of movie’s official account (24.39% of ‘1’; 23.75% of ‘2’).
1 2 3 4 5
Actor, Actress or Director 9.76% 2.44% 23.17% 26.82% 38.81%
Content or movie type 7.32% 4.88% 6.10% 29.27% 52.43%
Word of mouth or Popularity 7.32% 7.32% 19.51% 25.61% 40.24%
Movie ticket sales promotion and other activities 24.39% 37.80% 15.85% 9.76% 12.20%
Table 4.7 the degree of being attracted to see a movie
And as shown in Table 4.7, except for ‘the Content or Movie type’, the proportion of the account of ‘Word of Mouth or Popularity’ and ‘Actor, Actress or …show more content…
As Evans (2012), in the context of social media, the best content is the root of the online marketing, and the traditional and simple product introduction has no competition in today’s expansion of information, instead of content marketing. He also claims that content marketing general refers to a marketing strategy that the media content in various forms transfer valuable and entertaining product or brand information through various channels, in order to cause the customer’s participation and establish and improve the brand in the process of interaction, so that attract people to get the first batch of valuable
4.4.1 The analysis of the results of WOM Figure 4.6 what kind of account like to follow on social media
According to the research of Chinese like to follow what kind of account on social media (Fig 4.6), nearly 70% of the respondents are interested in We media like movie critic etc, which option ‘5’ (‘very probably’) accounted for 46.36%. The proportion of ‘actor or actress’ is the second highest, which accounted for 53.67% in total. On the contrary, there is approximately half of the sample not so fond of movie’s official account (24.39% of ‘1’; 23.75% of ‘2’).
1 2 3 4 5
Actor, Actress or Director 9.76% 2.44% 23.17% 26.82% 38.81%
Content or movie type 7.32% 4.88% 6.10% 29.27% 52.43%
Word of mouth or Popularity 7.32% 7.32% 19.51% 25.61% 40.24%
Movie ticket sales promotion and other activities 24.39% 37.80% 15.85% 9.76% 12.20%
Table 4.7 the degree of being attracted to see a movie
And as shown in Table 4.7, except for ‘the Content or Movie type’, the proportion of the account of ‘Word of Mouth or Popularity’ and ‘Actor, Actress or …show more content…
As Evans (2012), in the context of social media, the best content is the root of the online marketing, and the traditional and simple product introduction has no competition in today’s expansion of information, instead of content marketing. He also claims that content marketing general refers to a marketing strategy that the media content in various forms transfer valuable and entertaining product or brand information through various channels, in order to cause the customer’s participation and establish and improve the brand in the process of interaction, so that attract people to get the first batch of valuable