MARKETING COMMUNICATION AND CONSUMER BEHAVIOR IN MEDIATING ROLE ON SOCIAL MEDIA TO MOVIES BUSINESS PERFORMANCE
The objective of the present study is to investigate the role of marketing communication (MC), consumer behavior and social media in business performance (BP) of movies in Thailand. This study achieved this objective with the help of quantitative research approach. The quantitative research approach is followed by using a questionnaire. The survey questionnaire was developed with the help of previous studies. Literature was used to design a survey questionnaire. Data Collection of this study is made from various companies related to the filmmaking in Thailand. The employees of these organizations are considered to get the response with the help of questionnaire. The respondents of the study include producers, directors, artists and various employees of companies related to the movie making. 384 questionnaires were distributed among the respondents and data analyses were carried out with the help of statistical tool. The results of the study highlighted that MC and consumer behavior has important role to promote movie BP. Furthermore, social media playing an intervening role between MC, consumer behavior and BP. The relationship between MC, consumer behavior and social media has significant importance to promote movies BP in Thailand.
Marketing communication, consumer behavior, social media, BP, Thailand film industry.