Research On The Dynamic Impact Of Social Media User And Marketer Generated Content On The Box Office

With the exponential growth of social media scale in recent years,film production and distribution companies are actively participating in social media marketing with users and marketers generated content as the carrier and channel.The purpose of this paper is to study the dynamic influence between the content generated by users and marketers and the film box office,and analyze the moderating effect of the size of distribution companies and the type of films.This study collected daily box office record from the first week of the 289 films released in Chinese mainland from2016 to 2018,and four social media indicators,such as the number of Douban reviews,the score of Douban reviews,the official micro-blog number on Weibo and the Weibo hot index.The dynamic relationship between social media generation content and movie box office under different conditions was studied by using the panel vector auto regression(PVAR)model.The results show that compared with large-scale film distribution companies,small-scale film distribution companies benefit more from social media.Specifically,the box office revenue of small-scale companies(especially non action adventure movies)is significantly affected by user generated content,while at the level of large-scale distribution companies,the promotion effect of marketer generated content on the box office revenue is significant,and there is a significant reverse correlation between box office revenue and user generated content.In addition,the transformation speed of potential consumers in professional media platform is faster,while the promotion effect of popular media platform on film box office revenue lasts longer.In general,the results show that film distribution companies should choose appropriate social media marketing strategies according to their company size,capital budget,resource strength and film type.