揭示消费者内心——情感诉求对电影营销的影响：来自微博营销内容的证据

IF 2.4 3区计算机科学 Q2 COMPUTER SCIENCE, CYBERNETICS

Entertainment Computing Pub Date : 2025-09-01 DOI:10.1016/j.entcom.2025.101026

Zhien Piao , Saerom Lee , Hyunmi Baek

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引用次数: 0

摘要

本研究旨在探讨情感诉求在推动用户参与营销生成内容（MGC）方面的有效性，特别是分析电影发行前后阶段的变化。该研究分析了来自新浪微博的23998条营销信息，涉及356部在中国上映的电影。研究结果表明，MGC中的情感诉求显著提高了用户粘性，在电影上映前的影响更大，尤其是当观众对电影缺乏先验知识时。本研究通过实证证明情感诉求在MGC策略中的战略重要性，特别是在发行前阶段，在有效地吸引观众注意力和促进参与方面，对营销和电影文献做出了贡献。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Revealing consumer hearts − the impact of emotional appeals in movie marketing: evidence from marketer-generated content on Weibo

This study aims to investigate the effectiveness of emotional appeals in driving user engagement with marketer-generated content (MGC), specifically analyzing variations across the pre- and post-release phases of a movie. The study analyzed 23,998 marketing messages from Sina Weibo related to 356 movies released in China. The findings show that emotional appeals in MGC significantly enhance user engagement, with a stronger impact before a movie’s release, especially when audiences lack prior knowledge about the movie. This study contributes to the marketing and film literature by empirically demonstrating the strategic importance of emotional appeals in MGC strategies, particularly during the pre-release period, in effectively capturing audience attention and fostering engagement.

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来源期刊

Entertainment Computing Computer Science-Human-Computer Interaction

CiteScore

5.90

自引率

7.10%

发文量

期刊介绍： Entertainment Computing publishes original, peer-reviewed research articles and serves as a forum for stimulating and disseminating innovative research ideas, emerging technologies, empirical investigations, state-of-the-art methods and tools in all aspects of digital entertainment, new media, entertainment computing, gaming, robotics, toys and applications among researchers, engineers, social scientists, artists and practitioners. Theoretical, technical, empirical, survey articles and case studies are all appropriate to the journal.