Setting the Stage
Social media is a common term in the current world that has attracted billions of users globally. The study by Oh et al. (2017 ) explores social media's impacts on a consumer engagement behavior to assess the correlation between CEB and economic performance. The research was carried out using ordinary least square regression models in regard to the US films' social media practices. This study revealed a positive correlation between CEB on YouTube and Facebook with box-office gross income and a negative correlation on Twitter. The study further suggested and examined a set of metrics for Consumer Engagement Behavior on social media providing enough empirical data supporting the relationship between CEB and economic performance. The results obtained from this research highlight need for capitalizing on social media-related communications across all channels.
The question of what is happening to social media in relation to consumer behavior can be answered based on the trends in users' numbers. In recent years, there have a significant skyrocket in online users' numbers on social media. Considering the explosive nature of the internet and Web technology has grown, more people have shifted attention towards these novel technologies from traditional media such as Televisions, magazines, and radios. For instance, the US movie entitled Edge of Tomorrow had 195,000 talk counts, and 444,000 Facebook likes ( Oh et al., 2017 ). These high numbers point to the high economic performance of this movie. Due to these increased numbers of social media users, most organizations and business companies are shifting their attention to use social media as tools for communication to capture more prospective consumers.
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Having appreciated the explosive increase in the number of online users, any researcher and practitioner must understand the concept of Consumer Engagement Behavior and its value. Most reputable sources claim that an increased level of Consumer Engagement has a close relationship with client loyalty, satisfaction, and reputation tendency spread verbally. Concisely, Consumer engagement can thus be described as consumers' interactions and the experiences from the interactions ( Oh, et al., 2017 ). The two main factors that determine clients' interest in and attention to a specific brand, product, or firm are close interactivity and involvement. These outspread beyond emotional, behavioral dimension, and mental aspects.
Problem Statement
Social media has had a positive impact on consumer engagement behavior, especially in the movie industry. Essentially, social media is an important indicator aiding in the prediction of most films' future economic performance. On most occasions, the movie's future is measured on its release date by checking the number of likes on Facebook, YouTube subscribers, and the number of talk count. Studies were done in 2015 report over one billion active Facebook and YouTube users and 288 million active Twitter users per month. These numbers arouse smiles on many business organizations' faces, especially movie industries and other private entrepreneurs who often use social media as means of communication and advertisement.
Analysis
It is essential to understand that any business's success depends on the clients' buying decisions and the organizations' ability to encourage, influence, and interact with their customers in persuading them to make up their minds. Reasonably, most people and organizations have shifted their attention to social media as a tool of communication and advertisement of their products, brand, or services to grab a larger market. These communications aim to persuade, encourage, and influence clients' opinions, attitudes, and purchasing decisions. Because of these reasons, movie and film industries have benefited much as they manage to clutch a larger market over a short period. The most commonly used social media tools in capturing the market include Facebook, YouTube, and Twitter regarding the movie and film industry. This paper explores each of these tools separately, indicating their effectiveness and influence on Consumer Engagement Behavior.
Facebook is the first social media tool featuring over 1.39 billion active users globally as of 2015. Facebook has impressive features, such as enabling individuals to create their profile pages. Businesses can use the pages in communicating as they give leeway to sending text messages, content sharing (posting videos, photos, and links), and groups and events participation. Besides, FB users can as well post a "like" or comment on any content shared. Companies and organizations create their own Facebook pages where all adverts and marketing are done on similar grounds. This consequently gives FB users a chance to engage in the business by simply commenting and posting their "likes." Strict to the study context, movie and film industries will as well create a Facebook profile page. This page is used in sharing movie-related content with the primary goal of marketing their movie ( Facebook 2015) . The page is often created before the movie release date, and all related content will be shared in due time. However, to capture a larger market and arouse curiosity among Movie consumers, more memorable events in the movie are shared.
YouTube is another commonly used social media tool. ( Vonderau, 2016 ) studies show that the largest video sharing site in the world is YouTube. This site enables its users to upload, view and share and comment on videos. Like Facebook, YouTube also allows its users to create individual and organization profile pages on which videos are uploaded. A unique feature about YouTube is that a video, once uploaded, is made available and accessible to both YouTube subscribers and non-subscribers. However, only registered users get a chance to comment. Significant to the study context, most movie marketing organization come up with YT channels and upload movie trailers and related content to promote and engage with subscribers .
Lastly, Twitter is also a social media tool that influences the economic performance of most movie industries. Since then, this site was launched in 2006, and there has been tremendous and significant growth, recording 288 million users every month ( Soboleva, 2018 ). Twitter allows its users to share short messages, usually referred to as "tweets," view messages, and also repost existing messages ("retweeting"). Considering the internet's global connectivity, Twitter allows its subscribers to follow people, be followed, and view their newest tweets. Concerning the study context, movie marketing organizations will use Twitter by first creating a Twitter profile page, attracting as many followers as possible, and sharing promotional details on the movie to engage more fans.
The key players in this situation are social media users. Persons and personalities using social media are significant in determining any product, service, or brand's economic efficacy. In advertising businesses on social media, the target consumers are commonly the subscribers. Consequently, other industries such as manufacturing and production companies, healthcare organizations, and private entrepreneurs can benefit financially from social media by merely creating profile pages and advertising their products and services.
In conclusion, there has been a significant hike in the number of social media subscribers globally. The increase in internet users has negatively affected traditional communication channels such as television, magazines, and radios. However, studies record a positive correlation between the use of social media and Consumer Engagement Behavior. Most industries, mostly movie and film organizations nowadays, use internet sites such as Facebook, YouTube, and Twitter to advertise their products and services with a primary goal of grabbing larger markets. Considering the number of social media users worldwide, it is advisable and recommendable that businesses feel internet and Web technology as one of the most influential and best loopholes to clutch more prospective clients.
References
Facebook. (2015). Company Info . http://newsroom.fb.com/company-info/
Oh, C., Roumani, Y., Nwankpa, J.K, & Hu, H.-F. (2017). Beyond likes and tweets: Consumer engagement behavior and movie box office in social media. Information & Management, 54 (1), 25-37. doi:10.1016/j.im.2016.03.004
Soboleva, A. (2018). Marketing with Twitter: investigating factors that impact on the effectiveness of tweets (Thesis). Western Sydney University, Greater Western Sydney, NSW, Australia. http://hdl.handle.net/1959.7/uws:47360
Vonderau, P. (2016). The video bubble: Multichannel networks and the transformation of YouTube. Convergence , 22 (4), 361-375.
