Sequential film marketing in China: The study of social platforms and their impacts
Because the Chinese movie market is regarded as the second-largest market worldwide, with digital advertising accounting for more than 50 % of a film's total expenditure, exploring the marketing effects of social platforms on box office performance in China is crucial for Hollywood studios. In...
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| Format: | Article |
| Language: | English |
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Elsevier
2025-06-01
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| Series: | Digital Business |
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| Online Access: | http://www.sciencedirect.com/science/article/pii/S266695442500002X |
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| author | Yuntsai Chou Wei Lin |
| author_facet | Yuntsai Chou Wei Lin |
| author_sort | Yuntsai Chou |
| collection | DOAJ |
| description | Because the Chinese movie market is regarded as the second-largest market worldwide, with digital advertising accounting for more than 50 % of a film's total expenditure, exploring the marketing effects of social platforms on box office performance in China is crucial for Hollywood studios. In this study, we defined a sequential process consisting of two marketing modes: broadcast before theatrical release and electronic word of mouth (eWOM) after release. The broadcast and eWOM modes were proxied by the volume and valence attributes of Maoyan and Douban, the two popular and professional platforms for video entertainment.Volume and valence on Maoyan and Douban were found to influence gross revenue, but volume on Maoyan has the highest predictive power. Marketing on Maoyan is primarily broadcast marketing, whereas that on Douban is only eWOM marketing. Additionally, Hollywood hits depend on sequential marketing to succeed. Distributors should allocate resources to increase the volume on Maoyan before a movie is released and volume and valence on Douban after its release. |
| format | Article |
| id | doaj-art-0c90a7ed2c7b4d0b916623b94d8589d0 |
| institution | Kabale University |
| issn | 2666-9544 |
| language | English |
| publishDate | 2025-06-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Digital Business |
| spelling | doaj-art-0c90a7ed2c7b4d0b916623b94d8589d02025-02-06T05:12:58ZengElsevierDigital Business2666-95442025-06-0151100107Sequential film marketing in China: The study of social platforms and their impactsYuntsai Chou0Wei Lin1Department of Information Management, Yuan Ze University, 135, Yuandong Rd., Zhongli Dist., Taoyuan City 320315, Taiwan, ROC; Corresponding author.College of Computer Science and Mathematics, Fujian University of Technology, 3 Xueyuan Road, University Town, Minhou, Fuzhou City, Fujian Province, ChinaBecause the Chinese movie market is regarded as the second-largest market worldwide, with digital advertising accounting for more than 50 % of a film's total expenditure, exploring the marketing effects of social platforms on box office performance in China is crucial for Hollywood studios. In this study, we defined a sequential process consisting of two marketing modes: broadcast before theatrical release and electronic word of mouth (eWOM) after release. The broadcast and eWOM modes were proxied by the volume and valence attributes of Maoyan and Douban, the two popular and professional platforms for video entertainment.Volume and valence on Maoyan and Douban were found to influence gross revenue, but volume on Maoyan has the highest predictive power. Marketing on Maoyan is primarily broadcast marketing, whereas that on Douban is only eWOM marketing. Additionally, Hollywood hits depend on sequential marketing to succeed. Distributors should allocate resources to increase the volume on Maoyan before a movie is released and volume and valence on Douban after its release.http://www.sciencedirect.com/science/article/pii/S266695442500002XBroadcast marketingElectronic word of mouthSequential marketingMaoyanDoubanVolume |
| spellingShingle | Yuntsai Chou Wei Lin Sequential film marketing in China: The study of social platforms and their impacts Digital Business Broadcast marketing Electronic word of mouth Sequential marketing Maoyan Douban Volume |
| title | Sequential film marketing in China: The study of social platforms and their impacts |
| title_full | Sequential film marketing in China: The study of social platforms and their impacts |
| title_fullStr | Sequential film marketing in China: The study of social platforms and their impacts |
| title_full_unstemmed | Sequential film marketing in China: The study of social platforms and their impacts |
| title_short | Sequential film marketing in China: The study of social platforms and their impacts |
| title_sort | sequential film marketing in china the study of social platforms and their impacts |
| topic | Broadcast marketing Electronic word of mouth Sequential marketing Maoyan Douban Volume |
| url | http://www.sciencedirect.com/science/article/pii/S266695442500002X |
| work_keys_str_mv | AT yuntsaichou sequentialfilmmarketinginchinathestudyofsocialplatformsandtheirimpacts AT weilin sequentialfilmmarketinginchinathestudyofsocialplatformsandtheirimpacts |