Movie Marketing: Advertising, Online Reviews And Box Office
The goal of this paperis to investigatethe impact of advertising spending and online reviewson the market performance, specifically box office, in Korean motion picture industry. The Bass Model is applied to classify the characteristics of box office, innovator and imitator. Empirical data, including advertising, word of mouth, and sales (the number of entries) of Korean movies are used for analysis.Theresults of preliminary analysis show that innovators are influenced by volume and adverting spending rather than valence of online reviews no matter when the reviews are posted. Unlike innovators, imitators are influenced by post-online reviews in both volume and valence aspects.
Keyword- Advertising, Movie, Online Reviews, Word-of-Mouth, Innovator, Imitator, Bass Model