Film Attractiveness and Viewer Loyalty for the sustainability of the Movie Industry in Nigeria: The mediation of viewer Satisfaction

<title>Abstract</title> <p>The study investigated film attractiveness and viewer loyalty for the sustainability of the Nigerian movie industry through the mediation of viewers’ satisfaction. It aimed to find out the influence of film attractiveness on viewer loyalty using viewer satisfaction as a mediator. The design was a longitudinal survey of 200 participants selected by systematic random sampling. The path diagram analysis served as the method of data analysis. The findings indicate that star influence, audience awareness, movie production quality and movie thematic resonance have statistically significant positive influences on viewer satisfaction and viewer loyalty. In addition, viewer satisfaction mediates the relationship between film attractiveness and viewer loyalty for movie industry sustainability. The study contributes to the theory of the mediating effect of satisfaction between attractiveness perception and loyalty.</p>