Online media coverage, consumer engagement and movie sales: A PVAR approach
作者: Nan FengHuanhuan FengDahui LiMinqiang Li
作者单位: 1College of Management and Economics, Tianjin University, Tianjin 300072, China
2Labovitz School of Business and Economics, University of Minnesota Duluth, Duluth, MN 55812, USA
刊名: Decision Support Systems, 2020, Vol.131
来源数据库: Elsevier Journal
DOI: 10.1016/j.dss.2020.113267
关键词: Media coverageConsumer engagementMovie salesPanel vector auto-regression
英文摘要: Abstract(#br)The advent of new media, such as Google, Twitter, and Facebook, has offered the movie industry new opportunities to market movies and increase sales. In this study, we investigate the relationship between online media activities and movie sales. In particular, this paper examines how media coverage (online news and social media posts) and consumer engagement (information search and reading) affect the sales of original movies and sequels in the opening week. By applying the panel vector auto-regression (PVAR) method, we found that online news, social media posts, and information reading were positively related to future sales of originals and sequels, while information search was not a significant predictor of movie sales for originals. Media coverage had a stronger and more...
全文获取路径: Elsevier  (合作)
影响因子:2.201 (2012)

  • 销货 复盖
  • engagement 啮合
  • coverage 复盖
  • sales 复盖
  • approach 
  • regression 海退
  • vector 矢量
  • movie 影片
  • media 中脉
  • consumer 消费者