Chinese Youth’s Exposure to Digital Marketing Communication Strategies of Youth Films and EWOM Involvement and their Relationship with Youth Film Viewing: A Case Study of Weibo

Abstract

The aim of this research is to investigate the influence of Weibo marketing communication strategies employed by Chinese youth films on the viewing of these films. A survey was selected as the appropriate research method with the use of self-administered questionnaire for data collection instrument. By using multiple sampling techniques, the researcher obtained a sample of 40 Chinese youths from 5 selected districts, which resulted in a total sample size of 200 Chinese youths. Research hypotheses were supported revealing that Chinese youth’s exposure to Weibo marketing strategies and their EWOM involvement has a significant relationship with their Chinese youth film viewing. These findings highlight the importance of digital marketing for companies operating in the Chinese film industry, particularly those focusing on the production and distribution of Chinese youth films.