SOCIAL MEDIA

Film industry study stresses value of user-generated content from fans

By our News Team | 2023

The way firm-generated content works in new product releases is indirectly – through user-generated content and associated word of mouth.

Social media is a critical marketing tool to help raise awareness when businesses launch new products, given that the various platforms can help inform consumers about product characteristics and benefits relative to competitors’ products.

New research from the University of Notre Dame in the US analyses data from the motion picture industry, which often relies on social media-based promotions, to understand how marketers could better promote other new products.

Photo by Pixabay via Pexels

The study, entitled ‘The Ripple Effect of Firm-Generated Content on New Movie Releases’, is published in the peer-reviewed Journal of Marketing Research. It analyses more than 145,000 firm-generated and 5.9-million user-generated Twitter posts associated with 159 movies.

The conventional belief has been that social media allows marketers to influence the purchase behaviour of their followers directly.

However, the research team’s findings show that the way firm-generated content works in new product releases is indirectly – through the user-generated content or word of mouth spread by followers of firms’ social media accounts.

Even multiple firm-based accounts are not as effective

“Interestingly, even when multiple social media accounts from the movie’s actors, directors and studio are used to promote a new movie, the firm-generated content from the main movie account is more effective than other firm-related accounts in driving sales,” says Shijie Lu, lead author and Associate Professor of Marketing at Notre Dame.

“But the user-generated content resulting from that main account sells even more. So, firm-generated content from celebrity actors and directors who are active on social media does not improve box office performances nearly as much as user-generated content from the fans.”

Lu adds: “This suggests that movie executives should focus on creating firm-generated content that sparks conversations among followers when new movies are released.

“The ‘Barbie’ movie’s recent retweet of a father who dressed in a Barbie costume when taking his daughter to watch the movie is a good example of getting followers to talk about the movie spontaneously.”

Although the study focused on movies, Lu believes the findings can be generalised to other products – including TV shows, games, music and books.

You can find out more about the research here.

A passenger jet at a gate viewed from the nose with a sunset sky and dark clouds in the background

Airline body urges African governments to act on opening market access

‘Strategies don’t move people. Now it is time to make the difficult decisions and execute them,’ senior executive stresses.

Two hockey players battle for the puck along the boards during a game one in blue and one in white

Uganda Tourism Board partners with major European ice hockey league

UTB says its ambition is to turn the visibility into interest, bookings and more visitors choosing to explore Uganda.

Two young women sit together looking at a tablet one in an orange sweater holds a bottle while the other in a pink hoodie eyes the screen

Researchers explain why 10-second micro ads outperform longer spots

Short ads shown on TV increased website visits within five minutes of airing by 10-40% compared with longer advertisements.

Worker on a ladder painting the yellow storefront of a corner shop labeled supeco and label vie with shoppers and parked vehicles nearby

Competition continues to grow in the Moroccan supermarket sector

Supeco’s rapid expansion shows how the discount model is becoming a bigger part of grocery retail in the North African country.

Gold hotel toiletries sachets arranged on a marble bathroom counter including a vanity kit and shower gel beside a glass

Study identifies harmful paradox behind well-meaning green efforts

Consumers reward visible eco-friendly additions such as reusable bottles, but give little credit to businesses that reduce or remove products.

Medical professional in a white coat and pink hairnet demonstrates handwashing at a stainless steel station while soldiers watch nearby

President Mahama commissions expanded evaporated milk facility in Ghana

Nestlé believes Ghana will continue to play a leading role in the future of Central and West Africa.

Diverse group of people posing for a group photo in a bright lobby under an empa banner with 'this is possibility ' text above

Momentum beginning to build for 2027 ACCS gathering in Addis Ababa

Ethiopia’s marketers gather to celebrate hosting next year’s conference – but with an eye on the hard work ahead.

Young woman with curly hair smiling while looking at her phone outdoors wearing earphones

PwC report examines the future of African entertainment and media

Tech is creating more ways for audiences to connect, but lasting value will come from understanding the people behind those connections.

Four professionals in blue protective coats and hairnets cut a blue ribbon during a factory ceremony celebrating a ribbon cutting event

Unilever investment expands its Vaseline production capacity in Africa

The new production line at the historic Maydon Wharf facility in Durban will address growing international demand.

Group of formally dressed award winners posing on stage with trophies at the world cruise awards ceremony

World MICE Awards in Jamaica honour best African and global achievers

Tanzania, Kenya, Zimbabwe, Ethiopia and South Africa all feature in the African meetings, incentives, conferences and exhibitions awards.

Five adults in a rural village square talk holding notebooks and papers as they discuss together at sunset

AI won’t replace market research. But it will expose weak strategy

Much of the broader conversation around AI in market research assumes conditions that do not consistently exist across many African markets, writes Soyinka Witness.