인터넷 언급 점유율과 시장 점유율의 관계 : 영화 티켓 사례

초록

In this study, the relationship between movie ticket reservation rates and Internet buzz share is analyzed. The correlations between movie ticket reservation rates and Internet buzz share in blogs, Internet cafes, news site, and Internet video in NAVER which is a representative Internet portal in Korea are analyzed empirically. The results show that there are positive correlations between buzz shares and movie ticket reservation rates. In particular, before movies at the box office, the correlations with Internet video is relatively higher than those of other channels, and after movies at the box office, the correlations with blogs and Internet cafe are relatively higher. Also, we can find that the correlations between Internet buzz shares on movies and movie ticket reservation rates are different depending on time lags and Internet channels.

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