Featured Research

from universities, journals, and other organizations

Social marketing at the movies

Date:
May 23, 2014
Source:
Inderscience Publishers
Summary:
Word-of-mouth marketing is recognized as a powerful route from long-tail sales to blockbuster, whether one is talking about the latest fishy ice cream flavor or a Hollywood romantic comedy. In the age of social media and online networking sites, such as Twitter and Facebook, the potential for spreading the word could mean the difference between consumers seeing a product as the best thing since sliced bread or the most rotten of tomatoes.

Word-of-mouth marketing is recognized as a powerful route from long-tail sales to blockbuster, whether one is talking about the latest fishy ice cream flavor or a Hollywood romantic comedy. In the age of social media and online networking sites, such as Twitter and Facebook, the potential for spreading the word could mean the difference between consumers seeing a product as the best thing since sliced bread or the most rotten of tomatoes.

Related Articles


Chong Oh, Assistant Professor of Computer Information Systems at Eastern Michigan University, in Ypsilanti, Michigan, USA, has analyzed social media measures from the well-known microblogging Twitter and movie box-office data from "boxofficemojo.com ." He found that not only does activity on Twitter, which is a surrogate for, or the online equivalent of actual word-of-mouth chatter, has a direct positive effect on how many people go to see a particular movie. Not surprising given its quarter of a billion global users. Moreover, he also demonstrated on the basis of this analysis that studio-generated content and online engagement with the putative audience has an indirect effect. His research is published in the International Journal of Information Systems and Change Management.

Fundamentally, Oh's research shows that: "The more a movie studio is willing to engage with its followers via social media the more likely it is to have a higher WOM volume. This subsequently increases the likelihood of having a higher opening-weekend box office performance."

Oh cites two very different outcomes with respect to two well-known movies. The first, John Carter, is a science fiction thriller released in 2012, that lost the studio $200 million and led to the resignation of its president. By contrast, Paranormal Activity, a low-budget movie from 2009 shot in a week on a $15,000 budget grossed $107 million at the box office. These, of course, are stark outliers, there are many more, and most movies lie somewhere between these two extremes. For the marketing department ensuring that their next movie is a Paranormal rather than a Carter is partly, according to Oh, now down to online word-of-mouth.

Simply having a presence (or profile) on social media is not sufficient. "The key activity of sending outgoing tweets in the seven days leading up to the release weekend was a good indicator that correlated to word-of-mouth volume buzz about the movie," Oh reports. He has some advice for movie marketers based on the findings from this research. "Social media represent an opportunity to reach an audience and establish relationships at a personal level that traditional advertising is not capable of achieving," he explains. "Incentives to encourage more interactions such as competition or tweets from the movie's cast members should go hand-in-hand with other advertisements to pump up word-of-mouth. He also suggests the same approach to social marketing might have a similar impact in other areas, such as music sales.


Story Source:

The above story is based on materials provided by Inderscience Publishers. Note: Materials may be edited for content and length.


Journal Reference:

  1. Chong Oh. Customer engagement, word-of-mouth and box office: the case of movie tweets. International Journal of Information Systems and Change Management, 2013; 6 (4): 338 DOI: 10.1504/IJISCM.2013.060976

Cite This Page:

Inderscience Publishers. "Social marketing at the movies." ScienceDaily. ScienceDaily, 23 May 2014. <www.sciencedaily.com/releases/2014/05/140523145340.htm>.
Inderscience Publishers. (2014, May 23). Social marketing at the movies. ScienceDaily. Retrieved January 26, 2015 from www.sciencedaily.com/releases/2014/05/140523145340.htm
Inderscience Publishers. "Social marketing at the movies." ScienceDaily. www.sciencedaily.com/releases/2014/05/140523145340.htm (accessed January 26, 2015).

Share This


More From ScienceDaily



More Science & Society News

Monday, January 26, 2015

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

First U.S.-Based Bitcoin Exchange Goes Live

First U.S.-Based Bitcoin Exchange Goes Live

Newsy (Jan. 26, 2015) — Known as Coinbase, the startup exchange debuted Monday morning, initially causing a spike in bitcoin’s value. Video provided by Newsy
Powered by NewsLook.com
Obama's Wildlife Plan Renews Alaska Drilling Debate

Obama's Wildlife Plan Renews Alaska Drilling Debate

Newsy (Jan. 26, 2015) — President Obama&apos;s proposal aims to protect more land in the Arctic National Wildlife Refuge, but so far, all that&apos;s materialized is a war of words. Video provided by Newsy
Powered by NewsLook.com
Ebola Mistakes Should Serve a Lesson Says WHO

Ebola Mistakes Should Serve a Lesson Says WHO

AFP (Jan. 25, 2015) — The World Health Organization&apos;s chief on Sunday admitted the UN agency had been caught napping on Ebola, saying it should serve a lesson to avoid similar mistakes in future. Duration: 00:55 Video provided by AFP
Powered by NewsLook.com
How Technology Is Ruining Snow Days For Students

How Technology Is Ruining Snow Days For Students

Newsy (Jan. 25, 2015) — More schools are using online classes to keep from losing time to snow days, but it only works if students have Internet access at home. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
 
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:  

Breaking News:

Strange & Offbeat Stories

 

Science & Society

Business & Industry

Education & Learning

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:  

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile iPhone Android Web
Follow Facebook Twitter Google+
Subscribe RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins