Impact of Social Media on Entertainment Industry

This report analyzes the impact of social media on the entertainment industry, including television, movies, and music. It discusses the importance of communication and social interaction, the impact of social networking on viewers' choices, and the threats of social media. The report also examines social media models and consumer attitudes.

Running head: IMPACT OF SOCIAL MEDIA ON ENTERTAINMENT INDUSTRY
IMPACT OF SOCIAL MEDIA ON ENTERTAINMENT INDUSTRY
Name of the Student
Name of the University
Author Note

1IMPACT OF SOCIAL MEDIA ON ENTERTAINMENT INDUSTRY
Abstract
The report has shed light on the impact of social media on the entertainment industry. Television,
movies and music are the three important features of this industry, thus the factors of
entertainment and people's nature of program choice are there to make the process more
analytical. In case of all the cases strong upgrading responses are taken and as a result, all these
social media are linked with the social networking also. Facebook, Twitter, Skype, Instagram
and all other social platforms are there to enhance the process of entertainment.
The report also analyzes the social media models and concept and statistical prove is there with
the issue of the strong statement that needs of social media is important for the development of
entertainment industry. In case of promotion in television or in the web section, and in the case
of movies, most of the social approaches have come and that raise the invested impact over the
social media.

2IMPACT OF SOCIAL MEDIA ON ENTERTAINMENT INDUSTRY
Table of Contents
Introduction......................................................................................................................................3
Defining Social media.....................................................................................................................4
Importance of communication and social interaction......................................................................4
Impact of social networking impacts on choice..............................................................................5
Threats of social media....................................................................................................................7
Television, music and movies impact on viewers...........................................................................8
Social media models and consumers attitudes.................................................................................9
Conclusion.....................................................................................................................................11
References......................................................................................................................................12
Appendices....................................................................................................................................14

3IMPACT OF SOCIAL MEDIA ON ENTERTAINMENT INDUSTRY
Introduction
Social media has changed the framework of the entertainment industry. The mode of
entertainment is technology oriented and people are attracted by the technologies in a dynamic
way. There are many issues that sector of government health and safety has noticed due to the
excessive use of this social media and the broadcasting advancement of this, that the percentage
of the affecting situation is not so huge that can make a drastic change in social platform. Social
sites also influence the positive posts rather than the negative ones and their post deliverance
medium may be in music, TV shows, and movies or in video games. 82% music networking and
76% networking by television and 75% from the movies determine the broad way of
entertainment process (Khan, Swar and Lee, 2014). 56% social networkers say that there are
some sites, which are important to make decision-related to entertainment. On the contradiction,
44% of social networkers do not believe this thought. The mode of multitasking practice in social
media has noticed in several times in section and that impacted a huge opportunity for people to
move their entertainment in both the ways. 24% Facebook user use their Facebook at the time of
watching anything and the same situation is persisted for the Twitter user also. 21% people are in
multitasking mode and enjoy the movie or match with the essence of Twitter (Schein, Wilson
and Keelan, 2011).
Hence, Social media is related to all the aspect of building the nature of entertainment
and push them at the advance transformation where broadcasting content and entertainment
experience will be seen in a different format. In this report, an in-depth analysis of social
networking process has discussed and also urge about the use of practical verbal communication
is analyzed in this report.

4IMPACT OF SOCIAL MEDIA ON ENTERTAINMENT INDUSTRY
Defining Social media
Social media is the new way of describing the World Wide Web, a particular place where
contents are shared in a collaborative way. The use of technology and the creating and retrieving
operations are important in that case. Web 2.0 is the productive and involving channel that
provides simple information retrieval to interactivity, alliance and interoperability. In case of
promotional use, social media is relevant and important to expand the product or service
promotion of the company (Kim and Ko, 2012). Internet-based application and a user-generated
controlling device is the best way that delivers the better way of promotion. In form of an
interchangeable way in social media, social networking sites are important to promote the
products in social media. Consumer loves the technology and uses their tools for achieving their
product or services to the target market. Influence of television and movies and innovative
programs are important for that session.
Importance of communication and social interaction
Actual communication like interacting with family or face to face communication is
important in case of making proper bonding with the family. Virtual communication can make
an interaction with whom those are staying far from family, but in case of better sharing and
collective mannerism, actual communication is important. As commented by Bertot, Jaeger and
Hansen (2012), Lack of communication in the household may be caused by the social
networking sites. People are engaged with the social sites in an effective manner and their actual
life has finished. In form of Facebook, Twitter, Instagram, Skype, snap chat the available options
are huge for people and they use this communication process for the virtual development of
interaction.

5IMPACT OF SOCIAL MEDIA ON ENTERTAINMENT INDUSTRY
Impact of social networking impacts on choice
Lots of impactful situation are prompted by the entertainment choice and social media
work as the connective linkage between them. 79% of television viewers are visited in Facebook
and multi-tasking mode is going on. The sharing of content and engaging their mood with the
choice of deliverable channel is highlighted in that sector. As opined by Hutter et al., (2013),
sharing operation in Facebook and visit a view on the match, broadcast in television is the major
process of doing these jobs at the same time and attachment of the person with both social
perspectives is considered in this case. 83% people are surfing their web while listening music
and hat determine the importance of both the sectional view and their choice of having those
sections. Television is the architect of virtual reality and entertainment is the word that related to
all the programs broadcasted on television. There are different types of entertainment program
and watching television to acquire this entertainment is the right way to relax the mind and
freshen up for the new project.
Programs Percentage
Comedy 56%
Reality shows 45%
Cable News 27%
Sports 39%
Table 1: Types of Shows
(Source: Bolton et al., 2013)

6IMPACT OF SOCIAL MEDIA ON ENTERTAINMENT INDUSTRY
Digital influence in social media is important and viewers have changed behavior for that
reason. Majority of the people love to laugh, so comedy shows, films and all other comedy
programs are mostly viewed by the people. On the other hand, Oh and Park (2012), reality shows
grab the attention of employees; in that case, some of the people are attracted by the aspect as
well. The game is one genre that basically loved by the sports-loving men and women. To watch
the entire play they need a lot of time, so the percentage has decreased as entire play is not
watchable in every time. Segmenting channels and entertainment device for people in important
in that case and the process justifies the people attention towards the entertainment. Some of the
statistics are important in that case to understand the situation of the entertainment aspect and
choice of people. Most of the people are on the live program share the incident and the
percentage of the number of people is 76%, who post their live content and expressing that they
are watching the live streaming and 51% of people feel connected with others when they are
watching their television (Leung et al., 2013).
44.24
24.03
11.27
6.09
2.44 2.01
Entertainment industry Segmentation
TV
Print
Movies
Digital Advertising
Gaming
Radio

7IMPACT OF SOCIAL MEDIA ON ENTERTAINMENT INDUSTRY
Chart 1: Entertainment segmentation
(Source: Leung et al., 2013)
The range of social media is upgrading in that much manner 76% of business are using
this social media for the development of their networking in business. Among them, 11% of
organizations are using the social media for more than four years and 9% are using less than one
year. The marketing advertisement and revenue generating cases are enhancing in that case when
the media marketing is enhancing the development of business and value of promotion augment
the process (Leung, Bai and Stahura, 2015). Consumer response is impressive in case of small
and medium business and these responses are coming in promotional aspect of social media uses
like LinkedIn, YouTube, Pinterest, Blogs and other social networking sites.
Threats of social media
There are some threats that come up at the crucial moment when important of social
media is highlighting in this manner. There are some organization and personal threats as well to
understand the situation of social media. There is the low barrier for new opportunities and social
media can create legal risk for the organization as well. It is hard to measure the results and in
that case, new layers of opportunity will come for the new entrants in business. It is hard to
control the brand image of the company. In most of the cases, social sites very informative about
the company to handle their brand image are important (Hudson et al., 2015). Visiting social
networking and endless entertainment from television programs are the main aspect of social
media attraction. The activities are related to the new generation interaction and engagement of
people mindset with the radio, television, internet or such other devices.

8IMPACT OF SOCIAL MEDIA ON ENTERTAINMENT INDUSTRY
Television, music and movies impact on viewers
The new generation is very much focused on the technological appliances and that is the
reason profound multitasking works are processed by the viewer. Television, music from any
devices and movies are the three concerning genres that are highlighted in this section and these
social media users are the main motive in this case.
In television, 60% of the people watch movies and rest of the people are gone for the
silver screen. 11% people are acknowledged that they used to go to the theatre when the
networking system for downloading the movie does not happen (De Vries, Gensler and Leeflang,
2012). Effects that can be drawn from the multitasking arena are related with the all sorts of
social media platforms at the same time. The impact of television is important, as three out of ten
people are watching television just to see or read the news that comes from the social networking
sites. Sharing any news has got from the television and made conflict and controversy over the
news is the best part of social networking sites. 72% people are criticizing their personal
platform about a recent movie (Ashley and Tuten, 2015). The entertainment process is
impression over the situation is important in that case as these are the situations evaluate the
person and their understanding of the social networking.
Music is one of the ways to relax the situation for listeners and to state as a mode of
entertainment. Artist based music and songs available in social networking sites are also
important in that case. Some of the applications have this kind of facility where people can
interact when they enjoy music. The positive influence of music, as well as the posting their
support to the artist or the song on Facebook and Twitter, is important in that section. 82%
people are influenced by music and that is the reason positive entertainment respond has come
from the listener's side.

Social
Connectivity
Social
Involvement
Information
Attainment
Entertainment
Consumer Satisfaction
9IMPACT OF SOCIAL MEDIA ON ENTERTAINMENT INDUSTRY
In case of movies marketing and entertainment, the balance in shared experience and
significant impact of movies are the right aspects to judge the interest of mass people. In case of
the movie-going decision, trailers are the most affecting factor that pulls some number of
audiences. The protagonist character of the movie may increase the percentage of people. 40% of
the viewers are making their decision by seeing the trailer for the movie, so a significant impact
of the trailer is there over the viewers (Leftheriotis and Giannakos, 2014). Promotion on the
television, web and another social networking channel also pull 20% of the audience. 9%
audience will come after the review of the movie and 18% people believe the view of real-world
people; those have already seen the movie. So, the attachments with the entertainment are
different but the influencing decision to see the movie is there and that impacted on the big
screen entertainment that people want from this theatre.
Social media models and consumers attitudes
Figure 1: Social Media model
(Source: Proposed by the Author)

10IMPACT OF SOCIAL MEDIA ON ENTERTAINMENT INDUSTRY
Social connectivity is related to the consumer behavior. The behavior is related to the
entertainment factor and proposed the choice of the entertainment that delivered to the
consumers. In simple words, viewers like to see what they want, if this process can be cherished
and fulfilled by the organizers then the entire situation supports the customers' to be in satisfied
form. In case of movies and theatre social involvement has happened and on that time
communication and interaction is the huge process of understanding the taste of the customer and
delivers the performance related deliverance to the audiences (Turri, Smith and Kemp, 2013). In
case of information attainment, social media can be used as the form of positive knowledge
gathering, however, all these terms are signified as under the belt of entertainment. Another
model of social media also states the same issue of people understanding.
Figure 2: The Social Staircase Model
(Source: Turri, Smith and Kemp, 2013)
At the initial stage strategy to support the entertainment process and if the entertainment
process is getable then the value presence situation for the targeting audience has applied in the

11IMPACT OF SOCIAL MEDIA ON ENTERTAINMENT INDUSTRY
section. After the target audience has set, communication or the promotional tools need to be
used to the brand value of the section justified and persisted (Leung, Bai and Stahura, 2015).
After the process, initiate the conversation and set of viral social spiral and intervene the process
of content deliverance for the mass audience happens.
Conclusion
Therefore, the report can be concluded that all the social media performances are
impactful and that influence over the entertainment process of people. In case of movies, music
the thing are quite similar as they deliver satisfaction and make them updated with the social
platform as well. In case of television, the prospect is even bigger and product or services can
reach to huge amount of people at one time and through this process factor of other social
networking is simultaneously going on. Facebook, Twitter and all other social media platforms
there to entertain people as the technological upgradation in this modern world is significant and
relevant in all cases.

12IMPACT OF SOCIAL MEDIA ON ENTERTAINMENT INDUSTRY
References
Ashley, C. and Tuten, T., (2015). Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing, 32(1),
pp.15-27.
Bertot, J.C., Jaeger, P.T. and Hansen, D., (2012). The impact of polices on government social
media usage: Issues, challenges, and recommendations. Government information
quarterly, 29(1), pp.30-40.
Bolton, R.N., Parasuraman, A., Hoefnagels, A., Migchels, N., Kabadayi, S., Gruber, T.,
Komarova Loureiro, Y. and Solnet, D., (2013). Understanding Generation Y and their use of
social media: a review and research agenda. Journal of service management, 24(3), pp.245-267.
De Vries, L., Gensler, S. and Leeflang, P.S., (2012). Popularity of brand posts on brand fan
pages: An investigation of the effects of social media marketing. Journal of interactive
marketing, 26(2), pp.83-91.
Hudson, S., Roth, M.S., Madden, T.J. and Hudson, R., (2015). The effects of social media on
emotions, brand relationship quality, and word of mouth: An empirical study of music festival
attendees. Tourism Management, 47, pp.68-76.
Hutter, K., Hautz, J., Dennhardt, S. and Füller, J., (2013). The impact of user interactions in
social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal
of Product & Brand Management, 22(5/6), pp.342-351.

13IMPACT OF SOCIAL MEDIA ON ENTERTAINMENT INDUSTRY
Khan, G.F., Swar, B. and Lee, S.K., (2014). Social media risks and benefits: A public sector
perspective. Social Science Computer Review, 32(5), pp.606-627.
Kim, A.J. and Ko, E., (2012). Do social media marketing activities enhance customer equity? An
empirical study of luxury fashion brand. Journal of Business Research, 65(10), pp.1480-1486.
Leftheriotis, I. and Giannakos, M.N., (2014). Using social media for work: Losing your time or
improving your work?. Computers in Human Behavior, 31, pp.134-142.
Leung, D., Law, R., Van Hoof, H. and Buhalis, D., (2013). Social media in tourism and
hospitality: A literature review. Journal of Travel & Tourism Marketing, 30(1-2), pp.3-22.
Leung, X.Y., Bai, B. and Stahura, K.A., (2015). The marketing effectiveness of social media in
the hotel industry: A comparison of Facebook and Twitter. Journal of Hospitality & Tourism
Research, 39(2), pp.147-169.
Oh, I. and Park, G.S., (2012). From B2C to B2B: Selling Korean pop music in the age of new
social media. Korea Observer, 43(3), p.365.
Schein, R., Wilson, K. and Keelan, J.E., (2011). Literature review on effectiveness of the use of
social media: a report for Peel Public Health. [Region of Peel], Peel Public Health.
Turri, A.M., Smith, K.H. and Kemp, E., (2013). Developing affective brand commitment
through social media. Journal of Electronic Commerce Research, 14(3), p.201.

14IMPACT OF SOCIAL MEDIA ON ENTERTAINMENT INDUSTRY
Appendices
Appendix 1:
Figure 3: Evaluation of Control
(Source: Ey.com, 2018)
Appendix 2:

15IMPACT OF SOCIAL MEDIA ON ENTERTAINMENT INDUSTRY
Figure 4: Digital technologies used in UK
(Source: Ey.com, 2018)