A Study on the Policy Implication on the Relation of Social Media & Movie industry : Focusing on Emotional Perception & Audience Trends

소셜미디어와 영화산업 관계의 정책적 함의 연구: 감성인식과 국내 영화 관객추세 분석을 중심으로

  • 송명빈 (KT VG사업본부) ;
  • 이상호 (경성대학교 디지털미디어학부/디자인&문화콘텐츠연구소)
  • Received : 2013.12.08
  • Accepted : 2014.01.20
  • Published : 2014.01.28


This exploratory study deals with the digital policy proposal through emotional perception of real name SNS and WOM effect. Research was based on the audience trends analysis of the movies having official SNS sites and the movies not having official SNS sites among the opened 90 movies in Korea from 2012 to 2013. Therefore, researchers confirmed that the representative real SNS, facebook was utilized as emotional marketing tools and tried to analyze the effectiveness of SNS critically. The research results are the follows. First, the movies to actively utilize facebook showed statistically significant differences in terms of daily, weekly audience and seat share (occupancy ratio). It is indirectly confirmed that real name SNS such as facebook is much effective in WOM marketing. Second, in the daily trends and weekly trends, the movies showed a similar pattern and above all, the movies to actively take advantage of facebook maintained their audience trends. Thus the government and the corporation have to understand the emotional WOM effect of real name SNS for policy effectiveness. Therefore this study gives the contribution practically for boost up the policy effectiveness through emotional ripple WOM effect of the strength of weak tie of real name SNS.


Supported by : 한국연구재단


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