Predictive value of video-sharing behavior: sharing of movie trailers and box-office revenue
- Predictive value of video-sharing behavior: sharing of movie trailers and box-office revenue
- 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
- EMERALD GROUP PUBLISHING LTD
- INTERNET RESEARCH, v. 27, No. 3, Page. 691-708
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.
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.
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.
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.
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.
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.
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- COLLEGE OF COMMUNICATION[E](언론정보대학) > INFORMATION SOCIOLOGY(정보사회학과) > Articles
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