Characteristics of Twitter Influencers, Electronic Word of Mouth, and Film Viewership: Focused on the Korean Film Industry

Park, Hyesu ; Park, Sun-Young ; Kim, Minseo

Abstract

Despite the successive increase sales in Korean film industry, film revenues have been concentrated more in commercial films, not in diversity films. In general, diversity films relatively made with low budgets have trouble marketing with a limited budget. As one of the low-cost marketing strategies, it has been studied that using influencers who spread strong messages to other people for maximizing electronic word of mouth (eWOM) effects. Therefore, it is worth that identifying and characterizing each influencer of successful movies to use influencers as a cost-effective and powerful marketing tool in the film industry. This study intends to identify film influencers on the SNS, Twitter. And comparative analysis of influencers between 4 types of high-ranked films is conducted to characterize of each influencer and their influential power. Four films released in June 2013, each representing a Korean or foreign, commercial or diversity film, are chosen and 753 Twitter data are collected. To identify each influencer, centrality indices from social network analysis are measured using Condor 2.6.6. The findings reveal that influencers which have high centrality indices are classified into five types and these have different characteristics by film types. The results will attribute to select potential influencers for targeting and benchmarking strategies of diversity films.



Keyword(s)

Influencer; Social network analysis; eWOM; Centrality indices

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