The effectiveness of movie trailer advertising

Karray, Salma; Debernitz, Lidia

doi:10.1080/02650487.2015.1090521

Cited by 37 publications

(22 citation statements)

References 78 publications

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“…From an abstract point of view, such products are also characterized by the information content. To advertise movies and shows, film scenes are cut together for a trailer, which is supposed to make the consumer "want more" [32]. These critics that have seen trailers before the release, recommendations of friends' that already saw the movie, and the reputation of directors, actors, and so on, are also reasons for watching or buying a movie [33].…”

Section: Evaluation Of Related Domainsmentioning

confidence: 99%

Don`t Buy A Pig In A Poke A Framework for Checking Consumer Requirements In A Data Marketplace

Lawrenz¹,

Rausch²

2021

Proceedings of the Annual Hawaii International Conference on System Sciences

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The 21st century is the century of data. Data is the new oil and powers many new applications and business models. The increasing value of data leads to the fact requires new possibilities and methods to trade with "data" as a trading good. One of these possibilities is a data marketplace, a digital e-commerce platform like eBay or Amazon, but specifically targeting data, information, and datasets. Since, other than physical trading goods, data is not so easy to verify, a framework is required to characterize data and to validate data against user requirements. This leads to a conflict between security and privacy requirements of data providers and the necessity of checking the data consumer requirements. In this paper, we discuss the specific challenges of data trading and introduce a framework to help users check their specific requirements (Data Quality) as a reference point for a purchase decision. 1.2. Research Methodology The research presented in this paper has been conducted using the Design Science methodology. Instead of formulating hypotheses, Design Science concentrates on developing an artifact in a context [3]. Artifacts are, for example, methods, techniques, notations, and algorithms used in software systems [3].

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Section: Evaluation Of Related Domainsmentioning

confidence: 99%

Don`t Buy A Pig In A Poke A Framework for Checking Consumer Requirements In A Data Marketplace

Lawrenz¹,

Rausch²

2021

Proceedings of the Annual Hawaii International Conference on System Sciences

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“…Besides, Sutliff conducted an investigation to evaluate the public's attitudes and trust of authority figures: no significant difference was found with regard to the public's relatively high trust in authority based on region of the country or type of community [113]. Moreover, based on trust in authoritative people, many scholars in the field of marketing and advertising have usually deemed that endorsements by highly authoritative figures have a star effect and can effectively promote product sales and advertising clicks [114][115][116]. Furthermore, according to leader-member exchange theory, leaders are granted the authority to negotiate with members to back up their cultivation of a trusting atmosphere [117].…”

Section: Hypothesis 2bmentioning

confidence: 99%

Understanding the Impact of Opinion Leaders’ Characteristics on Online Group Knowledge-Sharing Engagement from In-Group and Out-Group Perspectives: Evidence from a Chinese Online Knowledge-Sharing Community

Liu

Zhang

et al. 2019

Sustainability

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Opinion leaders often play key roles in online knowledge-sharing communities, which has intrigued a lot of researchers and practitioners worldwide. However, it is not clear how various characteristics of opinion leaders may affect different online groups’ knowledge-sharing engagement. This paper aims to answer this question by building upon social capital theory to examine the differential influences of opinion leaders’ characteristics (interactivity, authority, and activity) on online groups. In-groups and out-groups were distinguished, and the study used the context of an investment-oriented online knowledge-sharing community. By leveraging a unique aggregated group-level secondhand dataset collected from Snowball.com, we conducted log-linear and Poisson regression models. The results revealed that the intensity of online group knowledge-sharing engagement was heavily contingent upon the types of characteristics of opinion leaders. We found that in-group knowledge-sharing engagement (generating new knowledge) was driven by an opinion leader’s interactivity and authority, whereas out-group knowledge-sharing engagement (developing new members) could not be facilitated by these types of characteristics. Instead, the opinion leader’s activity hindered out-group users from joining in-groups. The study also identified a “mutual promotion” issue, which was generated from the association between in-group and out-group knowledge-sharing engagement.

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“…Conversely, movie ones keep stimulating analyses and researches about their semiotic quality and commercial effectiveness (e.g. De Vries & Lado, 2017;Johnston, 2009;Karray & Debernitz, 2017;Liu et al, 2016). Among the most recent highlights, it is worth to notice that this form of advertising has proven to have a dramatic impact on the success of movie, and that interactive trailers are more effective than non-interactive ones.…”

Section: Overviewmentioning

confidence: 99%

Trailers in between short video forms from digital games to movies and back

Gandolfi¹,

Semprebene²

2017

QdCINE

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Promotional trailers represent a significant trend in most entertainment sectors. However, little efforts have been done in enlightening this expressive form when related to video games. This article aims to address such a lack by analyzing game/movie (inspired by digital games) trailers as a crossroad between digital entertainment and films. The main intent is to exploit a comparative lens to uncover leading traits of short videos according to the medium that that they are portraying. Therefore, three case studies-i.e. Assassin's Creed, Warcraft, and Overwatch-are presented and unpacked with a combination of design and semiotic tools (from Greimas' narrative program to game heuristics) and the concepts of symmetry, dissymmetry and asymmetry advanced by Roger Caillois. Results point to a cross-media coherence between different types of trailers, and future developments are suggested for exploiting them as an informing research object.

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The effectiveness of movie trailer advertising

Cited by 37 publications

References 78 publications

Don`t Buy A Pig In A Poke A Framework for Checking Consumer Requirements In A Data Marketplace

Don`t Buy A Pig In A Poke A Framework for Checking Consumer Requirements In A Data Marketplace

Understanding the Impact of Opinion Leaders’ Characteristics on Online Group Knowledge-Sharing Engagement from In-Group and Out-Group Perspectives: Evidence from a Chinese Online Knowledge-Sharing Community

Trailers in between short video forms from digital games to movies and back

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