CAN YOU COUNT ON WHAT FACEBOOK FRIENDS SAY? THE EFFECT OF SOCIAL IDENTITY THREAT ON EWOM EVALUATION

Yaeri Kim,Yookyung Park,Youseok Lee,Kiwan Park 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Based on the collaborative and social characteristics, social networking services (SNSs) are growing platforms for consumer-to-consumer conversation including electronic word-of-mouth (eWOM). eWOM is defined as ‘any positive or negative statement made by potential, actual, or former customers about a product or company, which is made available to a multitude of people and institutions via the Internet’ (Hennig-Thurau, Gwinner, Walsh, & Gremler, 2004, p.39). Despite its academic and managerial significance, several preliminary studies have examined what determines effective eWOM in SNSs (e.g., Chu & Kim, 2011; Teng, Khong, Goh, & Chong, 2014). Extending these attempts, we empirically investigate what influences consumers’ evaluation of eWOM, especially on Facebook. We suggest a new perspective of focusing on the psychological stream of social identity (Tajel & Turner, 1986) which is a distinctive factor explicit on Facebook. Unlike conventional eWOM platforms like bulletin boards and online communities where the user information is limited due to anonymity or presented in restricted manner (e.g., reputation from ratings by other members) (Dou, Walden, Lee, & Lee, 2012), Facebook provides profile information about users including one’s social group membership (e.g., school, company). This implies that the perception of social identity on Facebook may influence how one evaluates the source and his/her eWOM message.

Reciprocal Relationship between Movies and the Movie-Themed Mobile Games

Youseok Lee(이유석),Jisu Yi(이지수),Sang-Hoon Kim(김상훈) 한국마케팅학회 2020 마케팅연구 Vol.35 No.2

최근 영화 개봉을 앞두고 영화의 스토리 라인을 기반으로 하는 모바일 게임을 출시하는 사례가 늘고 있다. 영화 기반 모바일 게임은 주로 영화의 촉진 수단으로 출시되지만 일반적인 게임에 견줄 만큼 높은 수준의 콘텐츠 경험을 제공하는 경우도 적지 않다. 본 연구에서는 영화와 영화 기반 모바일 게임의 성과 간 동태적 인과관계를 검증하고자 하였다. 43편의 영화와 영화 기반 모바일 게임의 시장 내 성과지표를 수집하여 이들 간의 상호 인과성을 상정하는 연립방정식 모형(simultaneous equations model)과 패널자기회귀모형(panel vector autoregressive model)을 수립하였다. 분석 결과, 영화 기반 모바일 게임의 다운로드 순위가 높아짐에 따라 영화 매출액이 증가하는 동시에, 영화 매출액이 증가함에 따라 영화 기반 모바일 게임의 다운로드 순위가 상승하는 것이 확인되었다. 본 연구의 결과는 영화 기반 모바일 게임이 영화의 촉진 수단을 넘어 영화의 소비 경험을 확장하는 매개체가 될 수 있음을 의미한다. 또한 영화 기반 모바일 게임을 지속적인 수익 창출 수단으로 인지하고 전략적으로 관리해야 함을 시사한다. Recently, the studios in Hollywood introduce mobile games based on the storyline of movies for promotional purposes. Among the movie-themed mobile games, not a few games have made a financial success as the box office scores of the original movie increases. Thus, managers should deal with the promotional mobile app and the target product simultaneously on the belief of reciprocal beneficial relationships between them. The current research aims to discover the mutual causation between the performance of movies and mobile games by applying a simultaneous equations model and a panel vector autoregressive model. From the results, we confirmed that an increase of mobile game ranking produces additional sales of movies while securement of distribution channels and daily seasonality are considered. Concurrently, an increase of movie revenues incurs supplementary escalation in the rank of movie-themed mobile games. If a promotional mobile game performs as an independent game, film distributor could expect additional revenue streams as well as increased awareness of movies.

INTERDEPENDENCE OF PERFORMANCE BETWEEN MOVIES AND THE MOVIE-THEMED MOBILE GAMES

Youseok Lee,Jisu Yi,Sang-Hoon Kim 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Recently, the studios in Hollywood introduces mobile games based on the storyline of movies for promotional purpose. With wide exposure of such games, managers could expect raised market awareness and purchase intention toward movies set to be released. Among the movie-themed mobile games, at the same time, not a few games have made financial success as the box office scores of the original movie increases. Thus, managers should deal with the promotional mobile app and the target product simultaneously on the belief of reciprocal relationship between them. If the dynamic relation is true then, finding deterministic factors of mobile game performance has practical significance to make positive consequences for both products. Branded entertainment is defined as “the integration of advertising into entertainment content, whereby brands are embedded into storylines of a film, television program, or other entertainment medium” (Hudson and Hudson 2006). Wise et. al. (2008) states that the advergame, a videogame designed around a brand, is one form of branded entertainment. Additionally, Sood and Dr?ze (2006) examined film sequels as brand extension of experiential goods based on the reality that Hollywood brands movies. In this vein, movie-themed mobile games can be contemplated as a new practice of branded entertainment. To test the research hypotheses, we collected 43 pairs of a movie and a movie-themed mobile game. Among 300 movies in the annual top 100 U.S. domestic box office chart from 2012 to the end of October 2014, films having more than one promotional mobile game were selected. The data on mobile game were limited to the Apple’s App Store for consistency. For data collection, we utilized multiple archival sources such as boxofficemojo.com, metacritic.com, imdb.com, and appannie.com. The objective of this research is to investigate the impact of movie-themed mobile games on the performance of original movies and the characteristics leading mobile game success. We developed a simultaneous equation system to discover the interdependent relationship between mobile game ranking and movie sales. This study is one of the first empirical investigation demonstrating reciprocal relationship between promotional game app and its target product. The results show that mobile games perform profit generating function as well as promotional function, thus suggesting managers to deal with mobile game more strategic way.

THE LOCALIZATION EFFECT OF ONLINE ADVERTISING: AN EVIDENCE FROM THE MOVIE MARKET

Youseok Lee,Jongdae Kim,Junhee Seok 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07

The decision between standardization and localization (or adaptation) of advertising strategy is crucial for the performance of product/service in foreign markets. Since the online advertising media have diluted the physical boundaries between countries, decision making related to international advertising has focused more on message strategy rather than media strategy. In this paper, the authors utilize movie poster images as a typical example of online advertising of service business. Employing image deep learning approach, the researchers calculate the level of localization and its effect on the financial performance in a foreign market. This research will expand the academic discussion in international advertising strategy and movie marketing.

IMPACT OF ONLINE INFORMATION ON THE DIFFUSION OF MOVIES: DIFFERENCE BETWEEN THE US AND KOREAN MARKETS

Youseok Lee,Kyoung Cheon Cha,Sang-Hoon Kim 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

To lead a movie to success, managers must understand why consumers buy tickets. Some go to the movies due to trailers or movie posters, others watch movies triggered by their friends’ recommendation. Using Bass (1969)’s terms, we may categorize the former type of consumers into innovators who are influenced by external factors such as advertisements and media reports. We may label the latter type as imitators who are affected by internal factors such as word-of-mouth (WOM). Consumers in the digital era, regardless of their motivation types, easily obtain information related to movies through webpages or social networking services. Therefore, marketers should focus on how online information influence the diffusion of products. Additionally, each country has a unique cultural background, thereby resulting in different consumer behavior. Based on the prior arguments, we expect that the US movie market would show higher innovation effect and lower imitation effect compared to the Korean movie market. Opposite to the hypothesis, there are no significant differences in the innovation effect between the two markets. However, as expected, the imitation effect of US is significantly lower than that of Korea. In both markets, the advertising level and the publicizing level do not show any significant effect on the innovation effect. However, the two variables have significant and positive effect on the market potential. As predicted, the gender and the age heterogeneity of WOM are revealed to affect the imitation effect in the hypothesized direction. Product availability, measured with the number of screens, has a positive relationship with the innovation effect in the US market and with the market potential in both markets. Lastly, seasonality shows a positive association with the imitation effect in the US market and with the market potential in the Korean market. The current research tries to explore key differences in the diffusion patterns of movies between the US and Korean markets by applying Bass diffusion model. Further, this study aims to discover the factors that bring about the innovation and the imitation effects in both markets. By employing data available online, the current study could provide practical implications on how to manage information delivered through online channels.

THE EFFECT OF CSR NEWS REPORTS ON CUSTOMER’S PERCEPTION

Youseok Lee,Junhee Seok,Jongdae Kim 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07

Even though more than half a century has passed since the concept of Corporate Social Responsibility (CSR) emerged, many people still have an interest in CSR. According to a survey, eighty-seven percent of American consumers said they would purchase a product produced by a corporation that supported at least one specific social issue. Also, more than three-quarters (76%) would refuse to buy a product if they found out the company endorsed the issue contrary to their beliefs. These numbers align with consumers’ intent to purchase or boycott based on CSR commitment. Do CSR activities affect sales? Many studies have been conducted to answer this question in the academic field, but the results have not been consistent. Some articles reported that CSR activities positively impact the firm’s various aspects, including financial performance. But other studies reported that the impact of CSR on firms’ performance is unclear or even harmful.

PANIC OR REVENGE? MOTIVATION OF LUXURY FASHION CONSUMPTION BEHAVIOR DURING THE COVID-19 PANDEMIC

Youseok Lee,Jongdae Kim 글로벌지식마케팅경영학회 2021 Global Fashion Management Conference Vol.2021 No.11

Impact of Online Information on the Diffusion of Movies : Difference between the US and Korean Markets

Youseok Lee,Kyoung Cheon Cha,Sang-Hoon Kim 한국마케팅관리학회 2018 한국마케팅관리학회 학술대회 Vol.2018 No.04

프리미엄(Freemium) 모바일 게임의 성과지표별 결정요인 차이에 대한 탐색적 연구

이유석 ( Lee Youseok ) 한국소비자학회 2019 소비자학연구 Vol.30 No.4

상품으로서 게임의 흥행 혹은 성공의 결정요인을 확인하고자 하는 연구는 꾸준히 이어지고 있다. 그러나 지금까지의 연구들은 매출액, 매출액 순위, 누적 다운로드 수, 다운로드 순위 등을 별다른 구별 없이 편의에 따라 활용하였다. 성과지표의 개념적 차이에 대한 이해 없이 여러 연구가 진행되고, 결정요인들의 상이한 영향력이 보고되면서 오히려 모바일 게임 시장에 대한 이해가 더 어려워졌다. 본 연구에서는 개별 게임의 마케팅목표와 수익모델에 따라 적합한 성과지표를 적용해야 함을 전제로 성과지표별로 어떠한 결정요인이 존재하는지를 밝히고 있다. 보다 구체적으로 모바일 게임의 주요 성과지표인 다운로드 순위와 매출 순위의 결정요인이 어떻게 다른지를 실증하고 있다. 본 연구에서는 모바일 게임의 성과를 결정하는 요인들을 크게 상품 요인, 유통 요인, 시장 요인으로 구분하였다. 두 종속변수인 다운로드 순위와 매출 순위의 높은 상관성으로 인해 개별 회귀식의 잔차(residual) 간 독립성을 가정할 수 없기 때문에 SUR을 적용해 두 개의 회귀식을 동시에 추정하였다. SUR 모형 추정 결과 다운로드 순위와 매출 순위의 결정요인에 상당한 차이가 있음이 확인되었다. 다운로드 순위와 매출 순위 모두에 긍정적인 영향을 미치는 변수는 개발사의 한국 국적 여부와 피처드 빈도였다. 매출 순위에는 영향이 없지만 다운로드 순위를 결정짓는 변수로 파일 크기, 필요 사양, 이용자 평점 규모가 확인되었다. 다운로드 순위에는 영향이 없지만 매출 순위를 결정짓는 변수로 장르, 배급사 역량, 출시 연도가 확인되었다. 본 연구의 학문적 시사점은 다음과 같다. 첫째, 모바일 게임의 성과지표별로 결정요인이 상이할 수 있음을 보임으로써 게임 관련 연구의 편의적 종속변수 채택의 위험성을 시사하고 있다. 둘째, 모바일 게임의 성과를 결정하는 다양한 요인들을 밝힘으로써 게임 관련 연구의 설명변수 채택에 기준을 제시하고 있다. 셋째, 모바일 게임의 성과에 대한 결정요인으로 피처드 빈도라는 새로운 전략 변수의 중요성을 확인하였다. There has been successive research attempting to discover the determinants of mobile game performance. However, most of the them have not distinguish a specific performance index from others, thus arbitrarily utilizing any performance index such as revenue, grossing rank, the number of downloads, download rank, etc. Without theoretical ground on the differences among game performance indexes, previous research has provided discordant results on the significance of determinants. This disagreement has escalated the difficulty to understand rapidly expanding global mobile game market. The current research, based on the belief that a proper performance index should be applied according to the marketing objective and business model of a game, investigates which factors have significant impact on the performance indexes. Specifically, this work makes effort to reveal the differences of determinants between the most commonly employed performance indexes, the download rank and the grossing rank. The present research categorized the determinants of mobile game performance into product factors, place factors, and market factors. Due to the strong correlation between the two dependent variables, the download rank and the grossing rank, the independence between the residuals of each regression equation cannot be guaranteed. The author employed seemingly unrelated regression(SUR) approach to estimate the system of equations simultaneously. According to the estimation results, a distinct difference between the determinants of download rank and that of grossing rank was confirmed. Particularly, it was revealed that the variables indicating whether the nationality of the developer is Korean or not and the number of featured on Google Play show significant and positive effect on both performance indexes. File size, Android OS requirement, and the volume of user ratings show significant effect on the download rank while genre, distributor's power, and the year a game was released show significant effect on the grossing rank. The academic implications of the current research are follows. First, the result of this study addresses the risk of haphazardly adopting any performance index by uncovering that each performance index has distinct determinants. Second, this research shows the significant impact of various performance determining factors rarely considered in previous research, thus providing broader view in variable selection for game-related research. Last, the author stresses that future research should delve into the impact of the number of featured on Google Play on mobile game performance, because it enhances consumer awareness on a game as advertisement and it improves consumer credibility toward a game as professional review.

배급사의 의사결정이 영화 확산에 미치는 영향

이유석(Lee, Youseok),차경천(Cha, Kyoung Cheon),김상훈(Kim, Sang-Hoon) 한국마케팅학회 2017 마케팅연구 Vol.32 No.3

본 연구에서는 신상품 수용자를 혁신 수용자와 모방 수용자로 양분될 수 있음을 전제하고, 배급사의 의사결정이 두 소비자 집단의 영화 수용에 어떠한 영향을 미치는지를 실증하고 있다. 구체적으로는, 배급사가 전략적으로 활용할 수 있는 요인들 가운데 스크린 규모, 시사회 규모, 시장의 기대수준이 혁신 수용자 및 모방 수용자의 유입과 그로 인해 예상되는 전체 잠재 수요의 확대에 어떠한 영향을 미치는지를 파악하고 있다. 분석 결과, 개봉 시스크린 규모가 커질수록 잠재 수요가 확대된다는 결론을 얻을 수 있었다. 이는, 유통 점유율이 증가함에 따라 경쟁 상품의 채택 확률은 낮아지고 해당 상품의 채택 확률이 높아지기 때문으로 이해할 수 있다. 또한, 시사회 규모가 커질수록 혁신 계수가 작아지고, 개봉 전 기대수준이 커질수록 모방 계수가 커진다는 증거를 확인하였다. 다수의 관객들을 시사회로 초대하게 되면 개봉 후 유료 관객을 무료 관객으로 전환시킴으로써 혁신 수용자의 유입을 감소시킬 수 있다. 반면, 개봉 전 시장의 기대지수가 높아지면 시장 전반의 모방 동인을 자극하여 모방 수용자의 유입을 증가시킬 수 있다. 추가적으로 시행한 군집분석의 결과, 한국 영화들은 혁신 계수와 모방 계수의 상대적 차이에 따라 크게 네 가지 확산 유형을 보였다. 혁신 계수에 비해 모방 계수가 큰 군집에서 높은 잠재 수요를 보인 반면, 모방 계수에 비해 혁신 계수가 지나치게 큰 군집에서는 낮은 잠재 수요를 보였다. 즉, 경험재의 속성을 갖는 영화의 확산에 있어서는 매스 커뮤니케이션에 의한 자극보다는 다른 소비자들의 구전을 통한 자극이 더 중요함을 알 수 있다. The current research investigates the impact of distributor’s decision making on movie adoption of the innovators and the imitators. Specifically, among the strategic factors that distributors can applicate, the effects of the number of screens, the number of preview audiences, and the pre-release expectation level were examined. The results confirmed that the number of screens in the opening week was revealed to have an impact on potential demand. This outcome depicts that securing more share in distribution channel could help to enhance the adoption possibility of the focal product while lowering the possibility of competing products. Additionally, the number of preview audiences decreased the coefficient of innovation, while the pre-release expectation level increased the coefficient of imitation. Inviting more audiences to previews may turn possible charged audiences into free audiences thus reducing the number of innovators. However, scoring higher expectation level prior to release may trigger consumer’s imitating motivation thus escalating the number of imitators. Further, clustering analysis showed that Korean movies can be categorized into four clusters by the relative differences between the innovation coefficient and the imitation coefficient. When the imitation coefficient was larger than the innovation coefficient, the cluster demonstrated considerable potential demand. However, if the innovation coefficient was much larger than the imitation coefficient, the group produced poor potential demand. This conclusion suggests that the effect of word-of-mouth disseminated by other consumers can be stronger than that of mass communication provided by companies on the diffusion of movies.