Pulling back to

Cinema Theatre
A STUDY OF EFFECTS OF INFLUENCER
MARKETING ON CONSUMER
PERCEPTION AND BUYING BEHAVIOUR
WITH RESPECT TO INDIAN CINEMA
Decision Problem

•  How to strategize the marketing plan

using influencer marketing in Indian
Film Industry? 
Problem Statement

• How effective is influencer marketing

on consumer in developing positive
attitude and pulling them to theatre?
Research Objectives

• To understand the consumer awareness, attitude

and usage on "Influencer Marketing".
• To understand the factors  taken into
consideration while strategizing influencer
marketing for promotions of the cinema.
• To compare the effect of influencers and
celebrities on consumer perception of cinema.
Abstract

Influencer economy is rapidly growing field. These

influencers are opinion leaders as well as perceived voice
of customers. Brands have been successfully able to tap
into this economy to create trustworthiness and positive
attitude towards them. This study majorly tries to focus on
how this trust and interest can be created to pull customers
to theatre based on influencer marketing. It also explores
the major factors that attract a customer towards a certain
influencer and creates believability in the promotional gig.
Why this research?
Hypotheses

Ho:
Influencers do not bring any change in
consumer attitude to develop interest in the
movie and contributes to box office.
Ha:
Influencers bring a positive attitude on
consumer to develop interest in the movie
and contributes to box office.
Research Framework

Independent
• Influencers
Variable

Mediating
•  Attitude oF consumer.
Variable

• Contribution on box
Dependent
Variable
office.

INFLUENCER
Sponsorship disclosure:
"Sponsored" vs No
disclosure"
Micro vs Macro
(Celebrity)  placement vs. No
Believability, perceived
influencer credibility (IC)
Understand platform
Specific user culture
Long term vs short term
influencer partnership
Influencer Genre, Post
aesthetics/ content. 
ATTITUDE
EFFECT ON BRAND
OF CONSUMER
Brand attitude, credibility, Purchase intention
trustworthiness
Product placement: Product Attitude toward Influencer 
placement
Social media usage time, Brand Awareness( Here
platforms, movie)
content followed, sponsor
type, awareness about
the influencer.
Perceived connection and Post purchase behavior.
racial identity of consumers
Psychological Ownership
 Credibility
INFLUENCER

ATTITUDEOF
INFLUENCER CONSUMER 
MARKETING AWARENESS

CONTRIBUTION
TO BOX OFFICE
Conceptual Model For Credibility Study:-
"The Ohanian Model of Source Credibility .
Research Methodology 

• Mixed method is being used which is a

combination of quantitative & qualitative data. 
• Primary & Secondary data are taken into
consideration. 
• Sample Population is taken by convenience and
snowball sampling is being used to collect
data in primary data collection through
questionnaire. 
Data Collection Techniques 

• Interviews
• Online marketing analytics.
• Social media monitoring.
• Documents & records. 
Data Analysis Models. 

• Tri-component model of attitude:- The tricomponent model

of attitudes consists of three parts: a cognitive component, an
affective component, and a conative component. The cognitive
component captures a consumer's knowledge and perceptions
(i.e., beliefs) about products and services.

•  Attitude awareness usage model:- Body which monitors

changes in customer attitudes, awareness and usage/adoption of
a brand or group of products. Usage of (AAU) studies allow
marketers to assess levels and trends in customer knowledge,
perceptions, assumptions, aims, and actions.
• Factor analysis:- A process in which the values
of observed data are expressed as functions of
several possible causes to find which are the
most important.
• Regression:- A measure of the relation between
the mean value of one variable (e.g. output) and
corresponding values of other variables (e.g.
time and cost).
• Correlation (Cross-tabs)
• Correlation is a statistical measure
(expressed as a number) that describes the
size and direction of a relationship between
two or more variables.
• Cross tabulation is a method to
quantitatively analyze the relationship
between multiple variables. 
ETHICS IN RESEARCH
CIA 3
Ethical Principles & Standards
that Underpin Research.

• Informed consent
• Confidentiality & data protection
• Conflict of interest
• Integrity
• Justice
Intellectual Property Rights 

• Intellectual property rights are governed

by WIPO the World Intellectual
Property Organization.
• Intellectual property rights include
trademarks, patents, geographical
indications, and industrial designs.
Types of Intellectual Property
Rights

• Copyrights 
• Trademark 
• Patent
• Geographical Indication.
• Industrial Design 
Information Security
• The methods and techniques that businesses employ to
safeguard information are referred to as information
security (or InfoSec),
• Information security safeguards confidential data against
unauthorized access, interruption, alteration, recording,
and destruction. The objective is to guarantee the
security and privacy of sensitive data, including
financial information, intellectual property, and account
information for customers.
Plagiarism 

• Plagiarism is the act of using another

person's words or ideas without
properly citing them. Plagiarism in
academic writing refers to the use of
ideas, phrases, or data from a source
without properly attributing it.
Ethical use of Information.

• To use the work of others ethically, you

will need to avoid plagiarizing by
understanding how to quote,
paraphrase, and cite the work of others.