A Study on Data-Driven Digital Marketing and Viewer Interaction Strategies with Reference to Lighter Buddha Films
“A Study on Data-Driven Digital Marketing and Viewer Interaction Strategies with Reference to Lighter Buddha Films.”
Hamsini Padre*1, Dr. Susheela Devi B Devaru*2
*1 Student, MBA Programme, School of Commerce and Management,
Dr. Ambedkar Institute of Technology, Visvesvaraya Technological University, Belagavi.
*2 Associate Professor, MBA Programme, School of Commerce and Management,
Dr. Ambedkar Institute of Technology, Visvesvaraya Technological University, Belagavi.
Abstract:
The rapid advancement of digital technology has transformed the marketing practices of the film industry by enabling production companies to connect with audiences through online platforms. Social media channels such as Instagram, YouTube, and Facebook have become important tools for promoting films, increasing audience awareness, and encouraging viewer interaction through trailers, teasers, reels, influencer collaborations, and other promotional content. These digital activities help production companies understand audience preferences and strengthen communication with viewers.
The present study examines the data-driven digital marketing and viewer interaction strategies adopted by Lighter Buddha Films and evaluates their influence on audience awareness, engagement, and movie-viewing decisions. A descriptive research design with a quantitative approach was adopted for the study. Primary data were collected from 150 respondents through a structured questionnaire using the convenience sampling method. Secondary data were gathered from books, research articles, journals, company sources, and other relevant publications. The collected data were analysed using Percentage Analysis, Ranking Analysis, Chi-Square Test, Pearson Correlation, Simple Linear Regression, and One-Way ANOVA.
The findings reveal that digital promotional activities and audience interaction strategies contribute to improving film awareness, strengthening viewer engagement, and positively influencing movie-viewing decisions. The study concludes that data-driven digital marketing has become an essential component of modern film promotion and provides useful insights for independent film production companies to enhance their digital communication and audience engagement practices in a competitive entertainment environment.
Keywords: Data-Driven Digital Marketing, Viewer Interaction, Film Promotion, Social Media Marketing, Audience Engagement, Lighter Buddha Films.