EVALUATING ENTERTAINMENT MARKETING: A CASE OF SOCIAL MEDIA SKITS

Allen Nnanwuba Adum, Nelson Mmaduabuchi Okeke

Abstract


Entertainment marketing is the promotion of products and services, with entertainment as the primary vehicle for delivering the advertising message. It is an effective means of marketing a brand in such a way as to thrill target markets and motivate them to try the promoted brand. The study was undertaken to evaluate the usefulness of entertainment marketing by way of examining consumers’ experience and perception of it. The study was anchored on Uses and Gratifications Theory. Survey research design was adopted. Empirical data was collected at Tansian University Umunya from a sample of 338 regular undergraduate students by administering questionnaire to them. Tables with percentages were used to present and statistically analyze the data. The study found a high rate of exposure to social media entertainment skits. It also found high prevalence rate of entertainment marketing inigeria. Popular social media platforms for product placement were Facebook, WhatsApp, Tiktok, Instagram, and YouTube. The result also showed that consumers perceive entertainment marketing as an effective marketing strategy. The study found that entertainment marketing has a significant impact on consumer purchase decisions. One of the recommendations is that social media content creators should do their best to reward their audiences.


Keywords


Entertainment marketing, Social media, Entertainment, Product placement, Skit

Full Text:

PDF

References


Ajayi, L. (2023). “Internet Skit Creators, Shaking Airways: Can they beat Nollywood Stars at their Game”. Retrieved 12/11/2023 at https:// brandcrunch.com.ng/2021/07/16/internet-skit-creators-shaking-airwaves-can-they-beat-nollywood-stars-at-their-game/#:~:text=Corporate%20brands%20are,Lekan%20.

Amanze, C. (2021) . “Perception and Use of Radio Entertainment Programmes by the Youth: A Study of Tansian University Students”. Dissertation Submitted to the Department of Mass Communication, Tansian University.

Basaran, D. and Ventura, K. (2022). “Exploring Marketing in Entertainment Industry: A Case of a Digital Music Platform”. Journal of Management, Marketing and Logistics, 9(3), pp.115-126.

Beaton, J. (2022). “Entertainment Marketing Strategies for Brands” Accessed 12/11/2023 at https://www.dashhudson.com/blog/entertainment-marketing-strategies-for-brands#:~:text=Entertainment%20Marketing%20Strategies,844%2D200%2DDASH

Brown, K. (2017). Social media: When communication becomes entertainment. Accessed 12/11/2023 at http://thoughtreach.com/social-media-communication-becomes-entertainment/.

Bugday, E. and Lembet, Z. (2016). “A New Perspective in Marketing: Entertainment Marketing”. International Journal of Innovative Research &Development, Vol. 5, No. 6, pp.338-342.

Cunningham, S. & Craig, D. (2016). “Online entertainment: A new wave of media globalization?” International Journal of Communication, 10, 5409–5425. http://ijoc.org/index.php/ijoc/ article/view/5725/1832.

Dencheva, V. (2023). “Social media platforms used by advertisers worldwide”. Accessed 15/11/2023 at https://us.docworkspace.com/d/sIG2slIwtj7m-qwY

Foutz, N. (2017). “Entertainment Marketing”. Foundation and Trends in Marketing, 10(4), pp.215-333.

Ojomo, O. and Sodeinde, O. (2021). “Social Media Skits: Reshaping the Entertainment Experience of Broadcast Audience” Accessed 3/11/2023. https://creativecommons.org/licenses/by/4.0/.

Okpaga, E. (2014). “An Evaluation of the Uses of Social Media among Students of Benue State University”. Dissertation Submitted to the Department of Postgraduate School Benue State University.

Okunna, S.C. & Omenugha, K. (2012). Introduction to Mass Communication (3rd edition). Enugu: New Generation Books.

Kaser, K. & Oelker, D. (2021). Sports and entertainment marketing. Boson: Cengage.

Kumar, A. (2004). “Advantages of Media Entertainment.” Journal of Entertainment Media, Vol. 3, No. 4, pp.32-37.

Kumar, S. (2022). “Consumer Engagement in Digital Entertainment: A Systematic Review In Das, S. & Gochhait, S. (eds.) Digital Entertainment. Palgrave: MacMillan.

Ukonu, M.; Ani, M.; & Ndubisi, C. (2013). “The influence of Online Newspaper Readership on Print Newspaper Purchases: A Study of Nigerian Universities in the South-East”. The Nigerian Journal of Communication, 11(1), 190-213.

Ruggiero, T. E. (2000). Uses and Gratification Theory in the 21st Century. UK: Routledge.

Sheth, S., & Kim, J. (2017). “Social media marketing: The effect of information sharing, entertainment, emotional connection and peer pressure on the attitude and purchase intentions”. Journal on Business Review, 5(1), 62–70.


Refbacks

  • There are currently no refbacks.


 

 

 ISSN: 3026-9474 (Online)

 

   

 

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.