Predictive value of video-sharing behavior: sharing of movie trailers and box-office revenue
- Title
- Predictive value of video-sharing behavior: sharing of movie trailers and box-office revenue
- Author
- 백현미
- Keywords
- Social influence;; Box-office revenue;; Movie trailers;; Video-sharing social media; WORD-OF-MOUTH; MOTION-PICTURE-INDUSTRY; USER-GENERATED CONTENT; SOCIAL-INFLUENCE; TECHNOLOGY ACCEPTANCE; CONSUMER REVIEWS; ONLINE REVIEWS; PRODUCT SALES; MUSIC SALES; IMPACT
- Issue Date
- 2017-05
- Publisher
- EMERALD GROUP PUBLISHING LTD
- Citation
- INTERNET RESEARCH, v. 27, No. 3, Page. 691-708
- Abstract
- Purpose
The purpose of this study is to examine whether the sharing of movie trailers on video-sharing social media has an impact on box-office revenue.
Design/methodology/approach
From December 2013 to November 2014, view statistics were collected for movie trailers from YouTube and matched with the box-office revenue of the relevant movies from Boxofficemojo. Based on the 72 sample movies, a panel simultaneous equation model was applied.
Findings
The results show that sharing of a movie trailer has a positive impact on the box-office revenue of the movie, and this effect is greater in the early stage of a movie release than in the later stage.
Research limitations/implications
This study analyzes, from electronic word-of-mouth and social influence perspectives, the effects of video-sharing activities on social media and their impact on sales with an example that is representative of entertainment goods or movie trailers.
Practical implications
This study reveals that promotion through video-sharing social media websites can serve as an essential marketing tool for entertainment goods such as movies, while the sharing of a movie trailer has a positive influence on the box-office revenue of the movie.
Originality/value
Focusing on the sharing features of video-sharing social media websites, this study contributes to enhancing our understanding of the predictive power of consumers’ video-sharing and expanding current research on electronic word of mouth and social influence.
- URI
- https://www.emeraldinsight.com/doi/full/10.1108/IntR-01-2016-0005https://repository.hanyang.ac.kr/handle/20.500.11754/72055
- ISSN
- 1066-2243
- DOI
- 10.1108/IntR-01-2016-0005
- Appears in Collections:
- COLLEGE OF COMMUNICATION[E](언론정보대학) > INFORMATION SOCIOLOGY(정보사회학과) > Articles
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