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Anticipating movie success through crowdsourced social media videos.
- Source :
-
Computers in Human Behavior . Dec2019, Vol. 101, p484-494. 11p. - Publication Year :
- 2019
-
Abstract
- Business houses and marketers have been relying on social media to affect consumer opinions and purchasing behavior. In this paper a framework has been proposed to identify and quantify the emotive value of any movie trailer. The proposed framework made use of Dlib-ml (a machine learning toolkit) and a Genetic Algorithm inspired Support Vector Machine algorithm (GA i SVM) for parameter tuning and classification and emotive analysis of movie trailers. A case study comprising of 141 movies trailers released from Jan 1, 2017 till April 31, 2018 was done to investigate the relationship between emotive score of a movie trailer and financial returns associated with it. Results revealed a direct correlation between emotive score of a movie trailer and financial returns. Further, it was concluded that an emotionally intense movie trailer could result high financial returns in comparison to non-much emotionally intense trailers. • Release of movie trailer has a positive effect on the stock value of the movie. • Higher the emotional appeal of trailer, higher is the impact on stock value. • SVM performs better if its parameter tuning is done. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 07475632
- Volume :
- 101
- Database :
- Academic Search Index
- Journal :
- Computers in Human Behavior
- Publication Type :
- Academic Journal
- Accession number :
- 138652053
- Full Text :
- https://doi.org/10.1016/j.chb.2018.08.050