The Influence Of Network Social Media On Film Sales

With the progress of Internet technology and the improvement of people's living standard,the scale of Internet users continues to grow,and Internet penetration rate is significantly improved.The social networking platforms based on Internet are booming.The integration of various industries and the Internet has deepened the impact of social media on consumers both in breadth and depth.The sales of the products are closely related to the activities of the social media.In order to explore the interactive relationship between social media and offline product sales,this paper sorts out a large number of research papers on movie box office and social media study.A research model is established,which takes video social sharing,picture and text information social sharing as independent variables,movie quality and actor's appeal as control variables,movie type as moderator variable and movie box office as dependent variable.Based on the theory of SIR communication model,this paper explores the impact of social sharing on movie box office.The impact of social sharing on film sales niche market film versus mainstream film.The relevant data of 256 domestic films released by 2017 were collected from www.cbooo.cn,mtime.com,movie.douban.com,weibo.com,and the hypotheses were tested by multiple regression analysis.The results of the study showed that social sharing amount of video and picture and text information will have a positive impact on the total sales revenue of the movie.The social sharing of video has a greater impact on the total sales revenue of movies than the social sharing of pictures and texts information.The type of film has a moderating effect on the relationship between the social sharing of video and the box office income of the film.Compared with niche films,the social sharing amount of video has a greater impact on the box office of the mainstream movies.