Date of Conferral

2023

Degree

Doctor of Business Administration (D.B.A.)

School

Management

Advisor

Janie Hall

Abstract

Social media influence is important to movie industry leaders as it directly affects film revenues. The problem is that independent film managers often fail to increase revenues due to limited resources and a lack of social media marketing strategies. Grounded in the conceptual framework of social media marketing management (SMMM), this multiple case study was an exploration of the social media strategies used by independent film managers to increase film revenues. Participants were 10 U.S.-based independent film managers who successfully leveraged social media strategies in the film industry. Data were collected using semistructured interviews, publicly available documentation, data found on websites, and social media. Through thematic analysis, three themes emerged including social media platforms as related to target audiences, social media marketing tactics, and use of other platforms, services, and media. Independent film managers should first understand their audiences and the nuances around the social media platforms their audiences use. A key recommendation is social media platform optimization as related to target audience. Implications for positive social change include audience empowerment, inspiration, and knowledge. Film content that addresses social causes and issues can influence activism for social good, widespread conversation, public awareness, funding of programs, and changing of laws that benefit those adversely affected.

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