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http://dx.doi.org/10.5392/JKCA.2021.21.11.257

A study on Movie Hit through Online WOM Analysis before and after the Release of Korean Movies  

Kim, Sang-Mok (서강대학교 경영학과)
Joo, Yong-Ho (서강대학교 경영학과)
Cho, Ok-Hue (상명대학교 SW융합학부)
Publication Information
The Journal of the Korea Contents Association / v.21, no.11, 2021 , pp. 257-267 More about this Journal
Abstract
This study warns of the dangers of pre-marketing that is too preoccupied with raising market expectations before release at the film market level, and provides practical implications that the lower the level of mismatch of market expectations, the more ideal performance can be achieved. The level of expectation before release and satisfaction after release were measured by each movie rating, and the difference was calculated as the inconsistency of expectations. In raising expectations before the release, the expert rating among the star power, director power, expert rating, and number of screens has a significant influence. It was confirmed that the level of expectation before the release had a positive effect on the rating after the release, but had a negative effect on the level of discordance. In addition, the hypothesis that the higher the expectation level before the release, the greater the inconsistency, and the hypothesis that the higher the expectation inconsistency has a negative effect on the box office level is supported. This provides various implications for marketing carried out before or after the release of a movie to film-related practitioners for products with low involvement or emotional content such as movies.
Keywords
Movie; WOM; Hit;
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