Impact of Marketing Strategies on Consumer Buying Behaviour with Specific Reference to Movies as a Medium

Abstract

The research aims to investigate how film promoters' social media activities and other factors influence public decision-making regarding watching films in theatres. Specifically focusing on film audiences in Tamil Nadu, the study evaluates public perceptions and social media engagement. Limited research has explored variables like promotional campaigns, social media engagement, reviews, and decision-making regarding movie-watching.  The study surveyed 300 individuals from Tamil Nadu who had watched films and by using SPSS, statistical analysis has been done to compare results and identify significant relationships influencing consumer decisions. The research highlights the importance of promotional campaigns, social media engagement, and reviews in influencing audiences' movie choices.  Social media references can enhance audience enjoyment of recommended films, with social awareness also impacting video screening standards. The findings indicate that social networks play a significant role in influencing movie-watching behaviour. Overall, a combination of factors is necessary to encourage audiences to watch movies, and further exploration of strategies is essential to boost theatre attendance.