KOREASCHOLAR

SIGNALING EFFECT AND THE INFLUENCE OF GENRES: MOVIE CONSUMPTION ON CHINESE ONLINE VIDEO PLATFORMS

Zhujun Li, Haodong Gu, Ning Chen
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/400749
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.220-225
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The paper measures and predicts the performance of online auxiliary channel of movies released in China. Based on the signaling theory, the paper confirms that online movie consumption is generally informed by the box-office revenue of the same movie, with genres as important moderators.

Keyword
sequential distributionmovie marketingonline platformssignaling theory
Table Content
ABSTRACT
INTRODUCTION
THEORETICAL BACKGROUND AND HYPOTHESES
RESEARCH DESIGN
DISCUSSIONS AND CONCLUSIONS
REFERENCES
Author
  • Zhujun Li(Shanghai University, China)
  • Haodong Gu(Shanghai University, China)
  • Ning Chen(University of Canterbury, New Zealand)