ประสิทธิผลการสื่อสารของแฟนเพจรีวิวภาพยนตร์บนสื่อเฟซบุ๊ก

Abstract

The objective of this study was to determine the influence of movie review from Facebook fan pages on followers. There are a lot more Facebook fan pages nowadays and they are considered one of the marketing tools of movie owners.The research was a mix method research integrating qualitative with quantitative research methods. This was done by collecting information from the movie review Facebook fans pages. An online questionnaire was used as the data collection tool on 400 Facebook users that were following all 3 movie review fan pages: My Favourite Films, Overhyp and Theater Gangster. The selection criteria are the 3 fan pages with the highest number of followers. From the result, it was found that the content that appears on the Facebook fan pages was mainly a movie review. Most of the content was about movie reviews, news about the movie, and the story of the actorsand actresses. The presentation would be in the form of text, images, and videos. However, the content appearing in each page was different. It would depend on the style of presentation of the fan page but the highlight of the popularity was the form of communication that often captures the film currents at that time and the reviews with harsh and sincere language that were able to access to the reader’s emotions. The study also found the relationship between media exposure, attitude, and the decision making process to buy movie tickets was as follows: 1) Consumers with different demographic characteristics responded differently to the media exposure , 2) Consumers with different demographic characteristics responded differently to the attitudes, 3) Consumers with different demographic characteristics decide to purchase movies tickets differently, 4) Media exposure from the Facebook movie review fan pages was correlated with consumer attitudes towards the reviews on the fan page,5) Media exposure from the Facebook movie review fan pages was correlated with consumer decision to purchase movies tickets, 6) consumer attitudes toward the Facebook movie review fan pages was correlated with consumer decision to purchase movies tickets, 7)Media exposure and consumer attitudes towards the reviews on the fan page was correlated with consumer decision to purchase movies tickets.