영화와 영화 기반 모바일 게임 간의 상호 인과성에 관한 연구Reciprocal Relationship between Movies and the Movie-Themed Mobile Games
- Other Titles
- Reciprocal Relationship between Movies and the Movie-Themed Mobile Games
- Authors
- 이유석; 이지수; 김상훈
- Issue Date
- May-2020
- Publisher
- 한국마케팅학회
- Keywords
- Movies; Movie-Themed Mobile Games; Leveraged Marketing Communications; Branded Entertainment; Entertainment Marketing; 영화; 영화 기반 모바일 게임; 레버리지 마케팅 커뮤니케이션; 브랜디드 엔터테인먼트; 엔터테인먼트 마케팅
- Citation
- 마케팅연구, v.35, no.2, pp.39 - 53
- Journal Title
- 마케팅연구
- Volume
- 35
- Number
- 2
- Start Page
- 39
- End Page
- 53
- URI
- https://scholarworks.bwise.kr/gachon/handle/2020.sw.gachon/80142
- DOI
- 10.15830/kjm.2020.35.2.39
- ISSN
- 1229-456X
- Abstract
- 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.
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Collections - 경영대학 > 경영학부(글로벌경영학) > 1. Journal Articles
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