Arts and Humanities Commons^™

Social Media Strategies That Lead To Success In The Film Industry, Elisa O'Keefe-Smith

Walden Dissertations and Doctoral Studies

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 …