남상현박사, 김헌교수, 실비아 챈옴스테드교수, International Journal of Mobile Communications(SSCI 저널)에 논문 게재
- 콘텐츠랩
- 조회수312
- 2021-05-21
콘텐츠랩의 객원연구원인 남상현박사(한국국제교류진흥원)가 제1자로, 김헌교수(중부대)가 공동저자로, Sylvia Chan-Olmsted 교수(University of Florida)가 교신저자로 참여한 논문인 "Marketing theatrical films for the mobile platform: the roles of web content/social media, brand extension, WOM, and windowing strategies"가 SSCI 저널인 International Journal of Mobile Communications 19권 4호에 게재되었다. 이 논문에는 콘텐츠랩의 장병희교수도 공동저자로 참여하였다.
Abstract: As the mobile is recognised as a significant distribution platform for theatrical films, differences between mobile and theatrical platforms are of great interest to researchers and practitioners. This study investigated the effects of specific marketing factors – such as web content/social media, brand extension, eWOM, and windowing strategies – on the distribution of theatrical films on mobile platforms using movie industry data from South Korea. This study also compared the effects of factors affecting mobile and theatre performances. Results show that certain web content activities, brand extensions, star power, sequels, and movie length significantly influenced mobile movie performance. A comparison of the factors affecting mobile and theatre performances revealed that there was also a clear difference in the marketing factors of each platform.