THE ROLE OF USER-GENERATED CONTENT IN SHAPING THE PROMOTION, EMOTIONAL ENGAGEMENT, AND VIEWERSHIP OF THAI FILMS IN CHINA: A CASE STUDY OF “HOW TO MAKE MILLIONS BEFORE GRANDMA DIES (LAANMA)”
คำสำคัญ:
User-generated content, Shaping the promotion, Emotional engagement, Viewership of Thai films, how to make millions before grandma dies (laanma)บทคัดย่อ
This study examines the role of user-generated content (UGC) in promoting the Thai film How to Make Millions Before Grandma Dies (Laanma) within the Chinese market. It focuses on how UGC influences the emotional engagement of Chinese audiences with the film’s themes and explores its impact on viewership patterns in the context of cross-cultural film promotion in China.
A quantitative research methodology was employed. Data were collected through a structured online questionnaire distributed to a stratified sample of 400 participants. Eligible participants were users of platforms such as Douyin, Weibo, and Xiaohongshu who had engaged with or been exposed to content related to How to Make Millions Before Grandma Dies (Laanma). The sample was selected to ensure diverse demographic representation based on users’ levels of engagement. Statistical analysis yielded significant insights into users’ experiences and perceptions.
The findings highlight the pivotal role of UGC in enhancing the film’s visibility and emotional resonance among Chinese audiences. Content shared on platforms like Douyin, Weibo, and Xiaohongshu significantly amplified audience exposure to the film. Moreover, UGC was found to deepen viewers’ emotional connection with the film’s themes and narratives, while also influencing their viewing decisions and behaviors.
Overall, user-generated content emerges as a crucial factor in cross-cultural film promotion, effectively fostering awareness, emotional engagement, and audience interaction.
เอกสารอ้างอิง
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