查看文章

This study investigates the impact of consumer engagement behavior on YouTube and Facebook on movie box office sales and compares them. For this purpose, movies released in February-March 2013 in the USA were selected and panel data were constructed. Engagement measures, namely view, likes, dislikes, and shares of the official movie trailer on YouTube, on the movie’s official Facebook page, consumer and critic reviews on IMDB were recorded the release week, four weeks before and after the release week. The results indicated that engagement on a Facebook page has a higher positive effect on box sales compare to engagement on YouTube. While engagement on YouTube was the most effective at the earlier stage of the movie screen, engagement on a Facebook page was the most effective at a later stage of the movie screen. The volume of user and critic reviews, being a large distributor, and higher number of theatres to run the movie were the other prevalent positive performance predictors. Relying on the findings, implications for managers and researchers were discussed.