Relationship between Market Share and Buzz Share on Movie Ticket Reservation

초록

In this study, we try to investigate the relationship between Internet buzz share and real market share of movie ticket reservation. That is, the correlations between Internet buzz share of news sites, blog, Internet cafe, Internet video sites and market share of movie ticket reservation are analyzed. The data from news sites, blog, Internet café, and video sites of Naver, a representative portal of Korea is gathered to measure buzz share of different Internet communication channels. The market shares of movie ticket reservation per week are gathered from the Movie Promotion Council in Korea. The relationships of buzz share and market share are tested using correlation analysis. The results show that among various Internet buzz channels, the buzz shares of video and news are more correlated with market share as leading indices. However, the buzz shares of blogs and Internet cafe are more correlated with market share with market share as lagging indices.

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