Bollywood social media: The fundamental importance of social media strategy in the Indian film industry

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

The briefing outlines how integrated and coordinated social media promotional campaigns are able to boost box office sales of movies.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2018), "Bollywood social media: The fundamental importance of social media strategy in the Indian film industry", Strategic Direction, Vol. 34 No. 4, pp. 34-36. https://doi.org/10.1108/SD-01-2018-0013