The Effect of Marketing Activities on Web Search Volume: An Empirical Analysis of Chinese Film Industry Data
Prior research on consumers’ web searches primarily examined the effect of web searches on product sales or the characteristics of the web searchers. Differing from prior research, we investigate the effect of marketing activities on web search volume. We selected 314 movies released in China whose...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2022-02-01
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| Series: | Applied Sciences |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2076-3417/12/4/2143 |
| _version_ | 1797483024260005888 |
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| author | Yeujun Yoon Rongchao Deng Jaewoo Joo |
| author_facet | Yeujun Yoon Rongchao Deng Jaewoo Joo |
| author_sort | Yeujun Yoon |
| collection | DOAJ |
| description | Prior research on consumers’ web searches primarily examined the effect of web searches on product sales or the characteristics of the web searchers. Differing from prior research, we investigate the effect of marketing activities on web search volume. We selected 314 movies released in China whose box office revenues were greater than RMB 10,000. Then, we collected data points on web search volume and marketing activities from the Baidu, Sina Weibo, and Douban platforms from the 3 weeks prior to the release of each movie. Marketing activity data points were derived from three sources: news media, social network marketing, and film stars. Our data analysis of 6594 observations revealed two major findings. First, news media, social network marketing, and the effect of film stars increased the web search volumes of the films. In particular, social network marketing had the strongest impact on the web search volume. Second, the previous-day web search volume increased the present-day web search volume without marketing activities, suggesting a spillover effect. We discuss the academic contributions and managerial implications of our findings in the context of online marketing and new product launches. |
| first_indexed | 2024-03-09T22:40:58Z |
| format | Article |
| id | doaj.art-c629d78fb6354eb5a0c3eb7e820405a4 |
| institution | Directory Open Access Journal |
| issn | 2076-3417 |
| language | English |
| last_indexed | 2024-03-09T22:40:58Z |
| publishDate | 2022-02-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Applied Sciences |
| spelling | doaj.art-c629d78fb6354eb5a0c3eb7e820405a42023-11-23T18:39:58ZengMDPI AGApplied Sciences2076-34172022-02-01124214310.3390/app12042143The Effect of Marketing Activities on Web Search Volume: An Empirical Analysis of Chinese Film Industry DataYeujun Yoon0Rongchao Deng1Jaewoo Joo2School of Management, Kyung Hee University, Seoul 02447, KoreaHSBC Business School, Peking University, Shenzhen 518055, ChinaDepartment of Marketing, College of Business Administration, Kookmin University, Seoul 02707, KoreaPrior research on consumers’ web searches primarily examined the effect of web searches on product sales or the characteristics of the web searchers. Differing from prior research, we investigate the effect of marketing activities on web search volume. We selected 314 movies released in China whose box office revenues were greater than RMB 10,000. Then, we collected data points on web search volume and marketing activities from the Baidu, Sina Weibo, and Douban platforms from the 3 weeks prior to the release of each movie. Marketing activity data points were derived from three sources: news media, social network marketing, and film stars. Our data analysis of 6594 observations revealed two major findings. First, news media, social network marketing, and the effect of film stars increased the web search volumes of the films. In particular, social network marketing had the strongest impact on the web search volume. Second, the previous-day web search volume increased the present-day web search volume without marketing activities, suggesting a spillover effect. We discuss the academic contributions and managerial implications of our findings in the context of online marketing and new product launches.https://www.mdpi.com/2076-3417/12/4/2143web search behaviorfilm industrynews mediasocial networkstarnew product |
| spellingShingle | Yeujun Yoon Rongchao Deng Jaewoo Joo The Effect of Marketing Activities on Web Search Volume: An Empirical Analysis of Chinese Film Industry Data Applied Sciences web search behavior film industry news media social network star new product |
| title | The Effect of Marketing Activities on Web Search Volume: An Empirical Analysis of Chinese Film Industry Data |
| title_full | The Effect of Marketing Activities on Web Search Volume: An Empirical Analysis of Chinese Film Industry Data |
| title_fullStr | The Effect of Marketing Activities on Web Search Volume: An Empirical Analysis of Chinese Film Industry Data |
| title_full_unstemmed | The Effect of Marketing Activities on Web Search Volume: An Empirical Analysis of Chinese Film Industry Data |
| title_short | The Effect of Marketing Activities on Web Search Volume: An Empirical Analysis of Chinese Film Industry Data |
| title_sort | effect of marketing activities on web search volume an empirical analysis of chinese film industry data |
| topic | web search behavior film industry news media social network star new product |
| url | https://www.mdpi.com/2076-3417/12/4/2143 |
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