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https://rsuir-library.rsu.ac.th/handle/123456789/3127| Title: | The role of user-generated content in shaping the promotion, emotional engagement, and viewership of Thai films in China :case study of “how to make millions before grandma dies (laanma)” |
| Authors: | Yuemeng Zhu |
| metadata.dc.contributor.advisor: | Duangtip Chareonrook |
| Keywords: | Emotions -- Social aspects;Emotions and cognition;Motion picture film |
| Issue Date: | 2025 |
| Publisher: | มหาวิทยาลัยรังสิต. สำนักหอสมุด |
| metadata.dc.description.other-abstract: | This study examines the role of User-Generated Content (UGC) in promoting Thai films in China, using How to Make Millions Before Grandma Dies (Laanma) as a case study. A quantitative approach, utilizing surveys, analyzes the impact of UGC shared on Chinese social media platforms. The research integrates Marketing Communication Theory, Agenda-Setting Theory, Uses and Gratifications Theory, Theory of Planned Behavior, and Social Influence Theory to explore how UGC affects audience motivations, social interactions, and intentions. A questionnaire was distributed to 400 respondents, and statistical analyses evaluated UGC's influence on film promotion, emotional engagement, and viewership behavior. The findings show that UGC boosts Thai film promotion by increasing visibility, driving word-of-mouth, and fostering emotional connections. UGC enhances engagement through interactions and shared content, creating a sense of community. The study confirms that social influence and subjective norms shape viewership intentions, with peer recommendations and online discussions impacting audience decisions. Regression analysis reveals a strong positive relationship between UGC perception and film awareness, and between UGC engagement and viewership behavior. These insights highlight the strategic value of UGC in film promotion and suggest its integration for optimizing reach and engagement. |
| Description: | Thesis (M.A. (Communication Arts)) -- Rangsit University, 2024 |
| metadata.dc.description.degree-name: | College of Communication Arts |
| metadata.dc.description.degree-level: | ปริญญาโท |
| metadata.dc.contributor.degree-discipline: | Communication Arts |
| URI: | https://rsuir-library.rsu.ac.th/handle/123456789/3127 |
| metadata.dc.type: | Thesis |
| Appears in Collections: | CA-CA-M-Thesis |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| YUEMENG ZHU.pdf | 761.42 kB | Adobe PDF | View/Open |
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