Evaluating the impact of social media on driving sales through movie theater for independent movies in France

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Joeckle, Clara
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MSc in Marketing
Dublin Business School
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The purpose of this dissertation was to evaluate the impact of social media on driving sales through French cinema for independent movies. Through primary and secondary data, the researcher evaluates the different aspects of social media marketing, the impact on the film industry with a focus on the French independent movies sector. The research was conducted through a qualitative study, in-depth interview of five moviegoers in order to draw insights about the correlation between movie's success and social media. The methodology followed the principle of the research onion with an interpretivist philosophy and inductive approach and with the use of a grounded-theory in term of research strategy. The research contributes to the literature as it explored the impact of social media on a specific type of movie (independent) and in a specific environment (France). This thesis evaluated the correlation between social media and cinema industry on the consumer’s side which for now have not been studied. Author keywords: Social media, impact of social media, independent movies, France