a research study on effectiveness of social media as a film marketing tool in india

A RESEARCH STUDY ON

EFFECTIVENESS OF SOCIAL MEDIA AS A

FILM MARKETING TOOL IN INDIA

BY

RAMESH KUMAR V

REGISTRATION No: 082516023

MASTER OF BUSINESS ADMINISTRATION

IN

MEDIA & ENTERTAINMENT

Manipal University

2008-2010

!!!"#$%&'()*%$#+",-%.

A RESEARCH STUDY ON

EFFECTIVENESS OF SOCIAL MEDIA AS A

FILM MARKETING TOOL IN INDIA

RAMESH KUMAR V

REGISTRATION No: 082516023

A Project report submitted in partial fulfillment of the

requirements for

Masters of Business Administration

in

Media & Entertainment

Manipal University

2008-2010

CERTIFICATE FROM THE GUIDE

This is to certify that the project work entitled “A RESEARCH STUDY ON

EFFECTIVENESS OF SOCIAL MEDIA AS A FILM MARKETING TOOL IN

INDIA”, is a bonafide work of Mr. RAMESH KUMAR V, Registration No:

082516023, in partial fulfillment of the requirements for the award of the degree

of MBA in Media & Entertainment at Whistling Woods International under my

guidance. This Project work is original and has not been submitted earlier for

the award of any degree/diploma elsewhere.!

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SIGNATURE OF STUDENT SIGNATURE OF GUIDE

DECLARATION BY THE CANDIDATE

I, RAMESH KUMAR V, hereby declare that the project, “A RESEARCH

STUDY ON EFFECTIVENESS OF SOCIAL MEDIA AS A FILM MARKETING

TOOL IN INDIA”, submitted to MANIPAL UNIVERSITY and Whistling Woods

International, in the partial fulfillment of requirements for the award of the

degree of MASTER OF BUSINESS ADMINISTRATION in MEDIA &

ENTERTAINMENT, is a record of original project done by me under the

supervision of Mr. Rahul Puri.

Register Number: 082516023

Date: 25 May 2010

Signature of the Candidate

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Acknowledgements

Great things cannot be achieved without the help of great people. I am very

much thankful to all the subject matter experts and people from other global

organizations, who took extra time amidst their busy schedule, to provide

insights to my project study. I am grateful to all online professional Social Media

Marketing communities who helped me connect with different Social Media

Experts worldwide.

My sincere thanks to Mr.Rahul Puri., Executive Director, Whistling Woods

International, who guided me throughout the project and provided me with

useful resources online and offline. I am obliged to Dr. Sharon Thomas,

Program Director, MBA (M&E), Whistling Woods International, without whom I

could not have understood the industry in detail and also for providing

continuous support throughout my project.

I would also like to thank Ms.Sukirti Sharma, Administration Officer, Whistling

Woods International for extending her support and assistance throughout the

course of the project. My warm greetings to all my friends and family members

who have supported me a lot and complete the project as scheduled.

TABLE OF CONTENTS

Chapter

Number

!"#$%&'()*%+&( Page

No.

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1 /0&-12%$&'10)&1)*1$',3)4#2',) 3

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4 D#7#,-$=)4#&=12131@.) 41

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(((((((((((((((3(9:#"%;$5*0+#(.(/0+&12#*0+#( 82

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List of Tables

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Table No. Table Title Page No.

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*#-7)6.8,'#-.!&#6!9)7!9!8-:!;#7)!<)$!136!9=#>=8

5.2 My Name is Khan – Social Media Metrics

5.3 Audience Research Data

List of Charts

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Chart No. Chart Title Page No.

3.1 ToneTracker Algorithm

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Day Date Gross

Positive

Tone

Negative

Tone

Neutral

ToneFriday 12-Feb-10 446645 875 140 130

Saturday 13-Feb-10 733416 900 210 25

Sunday 14-Feb-10 763966 950 180 216

Monday 15-Feb-10 320956 830 155 114

Tuesday 16-Feb-10 119615 600 130 95

Wednesday 17-Feb-10 93118 320 104 80

Thursday 18-Feb-10 74567 270 58 71

Friday 19-Feb-10 186266 198 60 12

Saturday 20-Feb-10 319756 160 35 16

Sunday 21-Feb-10 194863 107 20 0

Monday 22-Feb-10 28251 98 19 5

Tuesday 23-Feb-10 39886 50 0 0

Wednesday 24-Feb-10 33212 36 0 0

Thursday 25-Feb-10 25685 70 17 8

Friday 26-Feb-10 58719 90 10 0

Saturday 27-Feb-10 122878 105 13 8

Sunday 28-Feb-10 72624 69 0 0

Monday 1-Mar-10 15275 40 0 0

Tuesday 2-Mar-10 21662 39 7 0

Wednesday 3-Mar-10 18321 37 0 0

Thursday 4-Mar-10 15245 32 0 0

Friday 5-Mar-10 31919 41 0 0

Saturday 6-Mar-10 62344 65 0 180

Sunday 7-Mar-10 34859 49 5 7

Monday 8-Mar-10 8779 25 0 0

Tuesday 9-Mar-10 9148 214 26 95

Wednesday 10-Mar-10 9266 42 0 97

Thursday 11-Mar-10 7650 28 0 0

Friday 12-Mar-10 15701 0 0 0

Saturday 13-Mar-10 26076 0 0 0

Sunday 14-Mar-10 20788 0 0 0

Monday 15-Mar-10 6124 169 0 40

Tuesday 16-Mar-10 6604

Wednesday 17-Mar-10 7028

Thursday 18-Mar-10 5723

Friday 19-Mar-10 4552

Saturday 20-Mar-10 8737

Sunday 21-Mar-10 4866

Monday 22-Mar-10 1281

Tuesday 23-Mar-10 1711


Thursday 25-Mar-10 1103

Friday 26-Mar-10 2437

Saturday 27-Mar-10 4921

Sunday 28-Mar-10 3200

Monday 29-Mar-10 731 47 0 19

Tuesday 30-Mar-10 1730 300 80 76


Thursday 1-Apr-10 1240

Friday 2-Apr-10 2394

Saturday 3-Apr-10 2662

Sunday 4-Apr-10 2588

Monday 5-Apr-10 679

Tuesday 6-Apr-10 510

Wednesday 7-Apr-10 559


Friday 9-Apr-10 826



Monday 12-Apr-10 315


Wednesday 14-Apr-10 177


Friday 16-Apr-10 619



Monday 19-Apr-10 610


Wednesday 21-Apr-10 304 40 0 37


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a research study on effectiveness of social media as a film marketing tool in india

Documents

social neuia3 social

social neuia taxonomy

effectiveness of social

tiauitional neuia

project study

foi inuian film inuustiy

negativity inuex anu

project report