Sosyal Medyada Tüketici Katılımı: Sinema Filmi Gişe Satışlarındaki Dinamikleri Ve Etkisi

Yıl 2021, Cilt: 14 Sayı: 3, 643 - 668, 28.09.2021

Feray Adıgüzel

Öz

Bu çalışma, Facebook ve YouTubedaki tüketici katılım davranışının filmin gişe satışları üzerindeki etkisini araştırmakta ve bu etkileri karşılaştırmaktadır. Bu amaçla ABD’de 2013 yılında Şubat-Mart aylarında gösterime giren filmler seçilerek panel verisi oluşturuldu. Filmin YouTubedaki resmi fragmanının ve resmi Facebook sayfasının görüntülenme, beğenilme, beğenilmeme ve paylaşma sayısı gibi sosyal medya katılım davranış verileri, IMDBdeki tüketici ve eleştirmen eleştiri verileri, filmin gösterim haftasında, gösterim haftasından dört hafta öncesi ve dört hafta sonrası kaydedildi. Sonuçlar, Facebook sayfasındaki katılımın, YouTubedaki katılımla karşılaştırıldığında filmin gişe satışları üzerinde daha yüksek olumlu bir etkiye sahip olduğunu gösterdi. YouTubedaki katılım davranışının filmin ilk gösterildiği haftalarda en etkili olduğu, Facebook sayfasındaki katılım davranışının, filmin daha sonraki gösterildiği haftalarda etkili olduğu görüldü. Tüketici ve eleştirmen kritiklerinin hacmi, filmin büyük bir dağıtımcı firma tarafından dağıtımının ve filmin daha fazla sinema salonunda gösteriminin, filmin gişe satışları üzerindeki diğer olumlu etkileri olduğu görüldü. Bulgulara dayanarak, sinema sektöründeki yöneticiler ve araştırmacılar için öneriler verildi.

Anahtar Kelimeler

Tüketici katılım davranışı, sinema filmi pazarlaması, sosyal medya, YouTube, Facebook, IMDB eleştirileri

Consumer Engagement on Social Media: Its Dynamics and Impact on Box Office Sales

Öz

This study investigates the impact of consumer engagement behavior on YouTube and Facebook on movie box office sales and compares them. For this purpose, movies released in February-March 2013 in the USA were selected and panel data were constructed. Engagement measures, namely view, likes, dislikes, and shares of the official movie trailer on YouTube, on the movie’s official Facebook page, consumer and critic reviews on IMDB were recorded the release week, four weeks before and after the release week. The results indicated that engagement on a Facebook page has a higher positive effect on box sales compare to engagement on YouTube. While engagement on YouTube was the most effective at the earlier stage of the movie screen, engagement on a Facebook page was the most effective at a later stage of the movie screen. The volume of user and critic reviews, being a large distributor, and higher number of theatres to run the movie were the other prevalent positive performance predictors. Relying on the findings, implications for managers and researchers were discussed.

Anahtar Kelimeler

Consumer engagement behavior, movie marketing, social media, YouTube, Facebook, IMDB reviews

Kaynakça

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