The Correlation Between Social Media and Consumer Behaviour: A Research on Movie Industry in China

Enjun Long

2024

Abstract

The large domestic coverage of social media makes it significantly influential from a wide perspective. In the recent decade, social media’s role has become increasingly important in the commercial world. Over time, social media platforms have transformed into persuasive tools that significantly influence how consumers explore, evaluate, and purchase products. This paper embarks on an exploration of the intricate interplay between social media and the movie box office, employing quantitative research methodologies to examine the impact of social media on the movie box office. In this study, the impact of social media on movie sales performance will be analyzed from two perspectives: The correlation between social media (as alternative evaluation sources) and the total movie box office; and the correlation between social media’s engagement indexes (reflected by different social media indexes) and movie box office daily. A significant positive relationship has been found in both two perspectives. The research provides new findings for marketers in the movie industry to better understand the factors influencing movie sales performance.

Paper Citation

in Harvard Style

Long E. (2024). The Correlation Between Social Media and Consumer Behaviour: A Research on Movie Industry in China. In Proceedings of the 1st International Conference on Data Science and Engineering - Volume 1: ICDSE; ISBN 978-989-758-690-3, SciTePress, pages 260-266. DOI: 10.5220/0012820000004547

in Bibtex Style

@conference{icdse24,
author={Enjun Long},
title={The Correlation Between Social Media and Consumer Behaviour: A Research on Movie Industry in China},
booktitle={Proceedings of the 1st International Conference on Data Science and Engineering - Volume 1: ICDSE},
year={2024},
pages={260-266},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0012820000004547},
isbn={978-989-758-690-3},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 1st International Conference on Data Science and Engineering - Volume 1: ICDSE
TI - The Correlation Between Social Media and Consumer Behaviour: A Research on Movie Industry in China
SN - 978-989-758-690-3
AU - Long E.
PY - 2024
SP - 260
EP - 266
DO - 10.5220/0012820000004547
PB - SciTePress