THE IMPACT OF SOCIAL MEDIA AND ELECTRONIC WORD OF MOUTH ON GEN Z’S WATCHING MOVIE DECISION – International Journal of Research in Education Humanities and Commerce

THE IMPACT OF SOCIAL MEDIA AND ELECTRONIC WORD OF MOUTH ON GEN Z’S WATCHING MOVIE DECISION

Authors: Do Thi Bich Ngoc MSc., Doan Minh Tai & Dr. Nguyen Huu Hao

ABSTRACT

This research examines the influence of social media and electronic word of mouth (eWOM) on Generation Z’s decision-making processes when it comes to movie selection. As digital natives, Gen Z heavily relies on online platforms for information and recommendations, making understanding these dynamics crucial for marketers and filmmakers. Findings reveal that social media platforms significantly shape movie perceptions, with peer reviews and user-generated content playing pivotal roles in the decision-making process. EWOM, particularly through platforms like Instagram, TikTok, and YouTube, enhances credibility and relatability, ultimately impacting viewing choices. The research concludes that leveraging social media and eWOM strategies can effectively engage Gen Z audiences and drive movie attendance, highlighting the need for targeted marketing initiatives in the digital age.

Keywords: Social Media, Electronic Word of Mouth, Watching Movie Decision, GenZ

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