9th International Conference on ICT for Sustainable Development

Authors - Ruby Chanda, Vanishree Pabalkar
Abstract - Social media has become a vital instrument for advertising and boosting the success of films in today's digital age. This research looks at the creative social media methods used in the Barbie movie distribution, aiming to understand how these strategies contributed to the film's popularity. This research provides insights into effective tactics that the entertainment industry may implement to ensure future movie releases' success through a complete review of the film's social media marketing, engagement metrics, and audience responses. The data was collected from online sources to analyze users’ impact and trends toward these marketing strategies. The data was analysed and concluded which clearly reflected that the innovative social media strategies pushed the brand equity and the customer engagement of the movies. This resulted in the success of the movies. The recommendations based on this are presented in this paper, which focus on inclusive campaigns and collaboration with all the stakeholders.