The influence of electronic words of mouth (eWOM) on the Malay film industry / Abdul Aziz Azizam

The growth of the Malay film industry in Malaysia nowadays has rapidly increased. This phenomenon occurs due to the popular demand by the Malaysian audience. eWOM also is seen as an effective tool that may help cater to the demand. Recently, many Malay films are able to compete with the Hollywood mo...

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Main Author:	Azizam, Abdul Aziz
Format:	Thesis
Language:	English
Published:	2014
Subjects:	Cinematography Motion pictures
Online Access:	https://ir.uitm.edu.my/id/eprint/26436/2/26436.pdf
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id	my-uitm-ir.26436
record_format	uketd_dc
spelling	my-uitm-ir.264362022-12-01T05:02:11Z The influence of electronic words of mouth (eWOM) on the Malay film industry / Abdul Aziz Azizam 2014 Azizam, Abdul Aziz Cinematography. Motion pictures The growth of the Malay film industry in Malaysia nowadays has rapidly increased. This phenomenon occurs due to the popular demand by the Malaysian audience. eWOM also is seen as an effective tool that may help cater to the demand. Recently, many Malay films are able to compete with the Hollywood movies in terms of box office collection. One of the reasons is that, Malay industry has discovered the sequences of innovative technologies such as CGI (Computer Generated Imagery), Green Screen, and also eWOM. The electronic words of mouth or (eWOM) has become one of the most popular topics in the current local film industry. In Malaysia, the development of the Malay films can be seen as a considerable effect of eWOM. However, there are still a minimum number of studies conducted in Malaysia regarding the influence of eWOM towards film, especially the Malay film production. Hence, the aims of this study are to understand the function of eWOM, to explore whether eWOM is a better influence in Malay film marketing rather than the traditional Malay film promotions, and to study how eWOM influences the Malay film industry that underwrites the development of the Malay film industry. This study is an exploratory study, and researcher used qualitative-grounded theory approach to accumulate the data through several focus group sessions as the main data along with triangulation with in-depth interview and also content analysis to ensure the credibility of the data. By using the grounded theory design, the researcher generated a middle-range conceptual model to provide further understandings regarding the effects of eWOM to Malay film industry. 2014 Thesis https://ir.uitm.edu.my/id/eprint/26436/ https://ir.uitm.edu.my/id/eprint/26436/2/26436.pdf text en public masters Universiti Teknologi MARA (UiTM) Faculty of Communication & Media Studies Yahya, Azizul Halim
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
advisor	Yahya, Azizul Halim
topic	Cinematography Motion pictures
spellingShingle	Cinematography Motion pictures Azizam, Abdul Aziz The influence of electronic words of mouth (eWOM) on the Malay film industry / Abdul Aziz Azizam
description	The growth of the Malay film industry in Malaysia nowadays has rapidly increased. This phenomenon occurs due to the popular demand by the Malaysian audience. eWOM also is seen as an effective tool that may help cater to the demand. Recently, many Malay films are able to compete with the Hollywood movies in terms of box office collection. One of the reasons is that, Malay industry has discovered the sequences of innovative technologies such as CGI (Computer Generated Imagery), Green Screen, and also eWOM. The electronic words of mouth or (eWOM) has become one of the most popular topics in the current local film industry. In Malaysia, the development of the Malay films can be seen as a considerable effect of eWOM. However, there are still a minimum number of studies conducted in Malaysia regarding the influence of eWOM towards film, especially the Malay film production. Hence, the aims of this study are to understand the function of eWOM, to explore whether eWOM is a better influence in Malay film marketing rather than the traditional Malay film promotions, and to study how eWOM influences the Malay film industry that underwrites the development of the Malay film industry. This study is an exploratory study, and researcher used qualitative-grounded theory approach to accumulate the data through several focus group sessions as the main data along with triangulation with in-depth interview and also content analysis to ensure the credibility of the data. By using the grounded theory design, the researcher generated a middle-range conceptual model to provide further understandings regarding the effects of eWOM to Malay film industry.
format	Thesis
qualification_level	Master's degree
author	Azizam, Abdul Aziz
author_facet	Azizam, Abdul Aziz
author_sort	Azizam, Abdul Aziz
title	The influence of electronic words of mouth (eWOM) on the Malay film industry / Abdul Aziz Azizam
title_short	The influence of electronic words of mouth (eWOM) on the Malay film industry / Abdul Aziz Azizam
title_full	The influence of electronic words of mouth (eWOM) on the Malay film industry / Abdul Aziz Azizam
title_fullStr	The influence of electronic words of mouth (eWOM) on the Malay film industry / Abdul Aziz Azizam
title_full_unstemmed	The influence of electronic words of mouth (eWOM) on the Malay film industry / Abdul Aziz Azizam
title_sort	influence of electronic words of mouth (ewom) on the malay film industry / abdul aziz azizam
granting_institution	Universiti Teknologi MARA (UiTM)
granting_department	Faculty of Communication & Media Studies
publishDate	2014
url	https://ir.uitm.edu.my/id/eprint/26436/2/26436.pdf
_version_	1783733894100549632

The influence of electronic words of mouth (eWOM) on the Malay film industry / Abdul Aziz Azizam

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