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Influences of e-WOM data on viewer ratings

Title
Influences of e-WOM data on viewer ratings
Author
안종창
Keywords
Media Management; e-Word of Mouth (e-WoM); User Generated Contents (UGCs); Viewer Ratings; Celebrities
Issue Date
2019-09
Publisher
Little Lion Scientific
Citation
Journal of Theoretical and Applied Information Technology, v. 97, no. 18, Page. 4955-4965
Abstract
As media have evolved, consumer behavior for media and their contents were developed together. For the traditional market of television and the program that still maintain consumer power in terms of volume, that economic function had been studied constantly. Therefore, the stakeholders who are seriously interested in television program watching behavior are heavily noticing on so-called e-WoM (word of mouth). With this situation, several studies were performed to illuminate the effect of user-generated contents on the Internet toward viewing rates. But the attention for essential characteristics for both media content and user-generated content is considerably related to the celebrities consisting of the media industry and contents inside. Thus the analysis on checking the effect of consumer reaction’s volume toward celebrities was performed. We collected the data of generated articles and the consumer-generated comments inside for the television drama just until before its first episode, to capture the factor explaining the number of viewer ratings, or market share in the media industry. And it turns out that web buzz data volume talking about celebrities made a positive impact on television viewer ratings while other factors such as comprehensive user-generated variables or promotion volume made by content supplier side were not. The results show that the variable (the total number of articles received at least one comment in the comment section) was significant statistically and present meaningful suggestions for practitioners in an organization.
URI
http://www.jatit.org/volumes/Vol97No18/19Vol97No18.pdfhttps://repository.hanyang.ac.kr/handle/20.500.11754/153726
ISSN
1992-8645; 1817-3195
Appears in Collections:
COLLEGE OF ENGINEERING[S](공과대학) > INFORMATION SYSTEMS(정보시스템학과) > Articles
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