Impact of Digital Marketing on the Entertainment Industry

Authors

  • Shaik Saira Bano Research Scholar, BBA Department, KLEF
  • Dr. S. Madhavi Assistant Professor, BBA Department, KLEF

Keywords:

digital marketing, entertainment industry, social media, audience engagement, customer loyalty, satisfaction, business performance

References

Anas, A. M., Abdou, A. H., Hassan, T. H., Alrefae, W. M. M., Daradkeh, F. M., El-Amin, M. A.-M. M., Kegour, A. B. A., & Alboray, H. M. M. (2023). Satisfaction on the driving seat: Exploring the influence of social media marketing activities on followers' purchase intention in the restaurant industry context. Sustainability, 15(9), Article 7207. https://doi.org/10.3390/su15097207

Anugrahani, Y., & Hartono, A. (2023). The effect of social media marketing activities of skin care brand image on customer loyalty. Asian Journal of Economics, Business and Accounting, 23(10), 1–17. https://doi.org/10.9734/AJEBA/2023/v23i10966

Omenugha, N. O. (2018). The utilization of digital platforms for marketing in the Nigerian entertainment and media (E&M) industry: Prospects and challenges. Case Studies in Business and Management, 5(1), 60–79. https://doi.org/10.5296/csbm.v5i1.13240

Primo Tapia, W. de J. (2017). Ocio productivo, entretenimiento e industria cultural: Del ocio tradicional al ocio digital [Productive leisure, entertainment, and cultural industry: From traditional leisure to digital leisure]. Management Review, 2(2).

Sandi, H. A., & Atmaja, F. T. (2024). The impact of information content and entertainment content on customer engagement and customer loyalty: A study on Scarlett's customer base. Journal of Entrepreneurship and Business, 5(1), 69–78. https://doi.org/10.24123/jeb.v5i1.6115

Sharma, S., & Ashfaq, R. (2023). Targeting the digital consumer: A study of the role of social media in modern advertising. Journal of Humanities, Music and Dance, 3(4), 22–35. https://doi.org/10.55529/jhmd.34.22.35

Published

2026-10-17

How to Cite

Shaik Saira Bano, & Dr. S. Madhavi. (2026). Impact of Digital Marketing on the Entertainment Industry. Journal of Advanced Research in Journalism & Mass Communication, 13(3&4), 77-87. Retrieved from https://adrjournalshouse.com/index.php/Journalism-MassComm/article/view/2972