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Characteristics of Twitter Influencers, Electronic Word of Mouth, and Film Viewership: Focused on the Korean Film Industry
Journal of Scientific & Industrial Research ( IF 0.6 ) Pub Date : 2020-08-07
Hyesu Park, Sun-Young Park, Minseo Kim

Despite the successive increase sales in Korean film industry, film revenues have been concentrated more in commercial films, not in diversity films. In general, diversity films relatively made with low budgets have trouble marketing with a limited budget. As one of the low-cost marketing strategies, it has been studied that using influencers who spread strong messages to other people for maximizing electronic word of mouth (eWOM) effects. Therefore, it is worth that identifying and characterizing each influencer of successful movies to use influencers as a cost-effective and powerful marketing tool in the film industry. This study intends to identify film influencers on the SNS, Twitter. And comparative analysis of influencers between 4 types of high-ranked films is conducted to characterize of each influencer and their influential power. Four films released in June 2013, each representing a Korean or foreign, commercial or diversity film, are chosen and 753 Twitter data are collected. To identify each influencer, centrality indices from social network analysis are measured using Condor 2.6.6. The findings reveal that influencers which have high centrality indices are classified into five types and these have different characteristics by film types. The results will attribute to select potential influencers for targeting and benchmarking strategies of diversity films.

中文翻译:

Twitter影响者,电子口碑和电影观众的特征:以韩国电影业为重点

尽管韩国电影行业的销售连续增长,但电影收入却更多地集中在商业电影上,而不是在多元化电影上。通常,相对廉价的相对多样化的电影在预算有限的情况下营销困难。作为一种低成本的营销策略,已经研究了使用有影响力的人来向其他人传播强烈的信息,以最大程度地提高电子口碑(eWOM)效果。因此,有必要识别和表征成功电影的每个影响者,以将影响者用作电影行业中经济高效的强大营销工具。这项研究旨在确定SNS,Twitter上的电影影响者。并对四种类型的高级电影中的影响者进行比较分析,以表征每个影响者及其影响力。选取了2013年6月发行的四部电影,每部代表韩国或外国,商业或多元化电影,并收集了753条Twitter数据。为了识别每个影响者,使用Condor 2.6.6测量了来自社交网络分析的中心指数。研究结果表明,具有较高中心指数的影响者分为五类,并且根据电影类型具有不同的特征。结果将归因于选择潜在影响者,以针对多样性电影作为标靶和基准策略。研究结果表明,具有较高中心指数的影响者分为五类,并且根据电影类型具有不同的特征。结果将归因于选择潜在影响者,以针对多样性电影作为标靶和基准策略。研究结果表明,具有较高中心指数的影响者分为五类,并且根据电影类型具有不同的特征。结果将归因于选择潜在影响者,以针对多样性电影作为标靶和基准策略。
更新日期:2020-08-08
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