الفهرس 
الإطار المنهجى للدراسةيوجد فقط 14 صفحة متاحة للعرض العام
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المستخلص
This study belongs to survey studies which aim to monitor and clarify movie marketing campaigns via social networking sites and the reflections of this ad strategy on youth’s attitudes towards these movies .This can be summarized in the following points: first ;analyzing movie marketing campaigns in movie pages in social networking sites and official sites of these movies, also identifying the factors affecting consumers’ attitudes towards movies’ pages and sites and towards movie going intentions .
The study depends on three main research tools: first: content analysis of movies’ pages and channels on both Facebook and YouTube sites and also official movie sites for all movies shown in Egyptian theaters in the year 2012 to clarify the way how movies are promoted via the internet. Second: questionnaire to measure reflections of using this ad strategy on a sample of youth because they represent 99% of moviegoers, and their ability of observing ,recalling and recognizing various ways movie are promoted via social and official sites and their attitudes and purchase intents towards these sites and movies also. And finally web survey tool.
It’s important to note that the researcher depends in this study on the analytical survey method; which is considered a scientific method enables the researcher to collect scientific data of the study.
Research sample: this study depends on a purposive sample of all movies’ Facebook and YouTube pages and channels shown in Egyptian theaters in the year 2012 and also the study depends on a sample consisted of 400 persons represented youth from age 15-35 years from movie lovers and also users of social sites.
Research main results:
The researcher was able to reach number of important results in both qualitative and quantitative analyses, these results can be summarized in the following points:
Majority of Facebook pages for movies analyzed in the study were established by movies’ fans 41.38% while 37.9% of movies channels on YouTube were established by movies’ productions companies, while 31% of movies in the study sample had official websites.
’’Omar and Salma 3’’ movie page on facebook was the most page consisted of comments from page visitors (299 comments), while ’’almaslaha’’ and ’’omar and salma 3’’ channels on youtube had the great number of comments on their trailers’ ( 491 and 298 comments).Finally ’’omar and salma movie’’ official site had the most no. of comments (66 comments).
The researcher also analyzed types of users’ comments on movies social and official sites, comments varied to positive, negative, null, away of manners.
Also the study analyzed factors attracting audiences on social and official movies’ sites and they were different according to the type of media (Facebook page, youtube channel and websites). They can be summarized to: movie trailers, photo galleries, behind the scenes videos, interviews’ links, summary for movie story, links for review articles, movie events like premieres, festivals…
It is important to note also that ways of interactivity differ from social and official sites. For facebook movies’ pages the study measured number of likes, shares, comments, dislikes in YouTube channels, forums in websites, and competitions between visitors…
The study revealed that 31.5% of respondents are considered as heavy consumers to social sites more than 6 hours a day and also 60.5% of them are heavy consumers to newly released movies in theaters.
Respondents depend on various sources to get information of new movies; traditional media like radio and TV came at first then family and friends, movies’ pages on Facebook, official movie website, entertainment sites, and finally the artist Facebook page.
Factors affecting respondents intentions towards going to theaters to watch movies differ; movie theme came at first 89.5%, being a fan of movie crew 85.2%, positive word of mouth marketing, movie trailer, movie page on Facebook 62.4%.
83.2% of respondents saw that social networking sites are very easy to browse and more attractive, also 76.5% of them agreed that social sites consists of a lot of information for all movie details. It is important to note also that 71.6% of respondents prefer to know everything about new movies from social networking sites more than traditional websites, however 68% of them saw that information given via official movies’ websites are most credible.
70.3% of respondents said that they will like the movie page on Facebook if one of their friends invited him to do so, while 64.5% of respondents said that movies’ Facebook pages had a positive influence on their movie going decision, while 60.17% saw that negative comments of their friends might make them change their minds towards watching a new movie, and finally overall 63.1% of respondents said that their friends comments on new movies affect their decision in general.