The Mediating Effects of Word-of-Mouth on Box Office Revenue
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The purpose of this study is to examine the potential consequences of knowledge-based resources(KBR) on box office revenue as well as to investigate the mediating effect of word-of-mouth on the relationship. Data were collected from the Integrated Network Data of the Korea Film Council in Korean film industries. Archival data from 201 movies were tested using a three-step mediating regression analysis. The knowledge-based resource variable was measured using the number of awards actors and director of a film earned in film festivals. The mediating variable of WOM(word-of-mouth) was measured by the total number of audience reviews of a film, and the total audience numbers of a film measured the box office revenues variable. Mediating regression analysis confirmed significantly positive(+) relationships between KBR and box office revenue, and KBR to WOM. Furthermore, the statistical analysis confirmed the positive partial mediating effect of WOM. Filmmakers in Korean film markets should consider knowledge-based resources as a success factor of performance and should remember the importance of the WOM effect that mediates the pre-release resources and post-release box-office performance of a movie.
Abstract
The purpose of this study is to examine the potential consequences of knowledge-based resources(KBR) on box office revenue as well as to investigate the mediating effect of word-of-mouth on the relationship. Data were collected from the Integrated Network Data of the Korea Film Council in Korean film industries. Archival data from 201 movies were tested using a three-step mediating regression analysis. The knowledge-based resource variable was measured using the number of awards actors and director of a film earned in film festivals. The mediating variable of WOM(word-of-mouth) was measured by the total number of audience reviews of a film, and the total audience numbers of a film measured the box office revenues variable. Mediating regression analysis confirmed significantly positive(+) relationships between KBR and box office revenue, and KBR to WOM. Furthermore, the statistical analysis confirmed the positive partial mediating effect of WOM. Filmmakers in Korean film markets should consider knowledge-based resources as a success factor of performance and should remember the importance of the WOM effect that mediates the pre-release resources and post-release box-office performance of a movie.
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