TY  - JOUR
AB  - Purpose The purpose of this paper is to examine whether the sharing of movie trailers on video-sharing social media has an impact on box-office revenue.Design/methodology/approach From December 2013 to November 2014, view statistics were collected for movie trailers from YouTube and matched with the box-office revenue of the relevant movies from Box Office Mojo. Based on the 72 sample movies, a panel simultaneous equation model was applied.Findings The results show that sharing of a movie trailer has a positive impact on the box-office revenue of the movie, and this effect is greater in the early stage of a movie release than in the later stage.Research limitations/implications This study analyzes, from electronic word-of-mouth (eWOM) and social influence perspectives, the effects of video-sharing activities on social media and their impact on sales with an example that is representative of entertainment goods or movie trailers.Practical implications This study reveals that promotion through video-sharing social media websites can serve as an essential marketing tool for entertainment goods such as movies, while the sharing of a movie trailer has a positive influence on the box-office revenue of the movie.Originality/value Focusing on the sharing features of video-sharing social media websites, this study contributes to enhancing our understanding of the predictive power of consumers’ video-sharing and expanding current research on eWOM and social influence.
VL  - 27
IS  - 3
SN  - 1066-2243
DO  - 10.1108/IntR-01-2016-0005
UR  - https://doi.org/10.1108/IntR-01-2016-0005
AU  - Oh Sehwan
AU  - Baek Hyunmi
AU  - Ahn JoongHo
PY  - 2017
Y1  - 2017/01/01
TI  - Predictive value of video-sharing behavior: sharing of movie trailers and box-office revenue
T2  - Internet Research
PB  - Emerald Publishing Limited
SP  - 691
EP  - 708
Y2  - 2024/04/19
ER  -