| Movies have always played an important role in the development and prosperity of Chinese cultural industry.In recent years,the development momentum of domestic movies has been strong.With the increasing activity of the domestic movie market,the evaluation of movie copyrights will also usher in new opportunities.Box office revenue represents most of the copyright revenue of domestic films,and the evaluation and prediction of film box office is also a major difficulty in evaluating the copyright of domestic films.With the help of social media platforms represented by Weibo and We Chat and search engines represented by Baidu,topical marketing of domestic films before and after their release has gradually demonstrated a powerful force in the realization of film value.The movie ratings given by one’s own actual movie viewing experience may affect the effect of movie marketing activities on other consumers,and have a certain impact on the subsequent movie box office performance.Based on the above background,this paper discusses the influence of cyber marketing in the new media era on box office revenue which is a key factor in the evaluation of film copyright,and analyzes the moderating effect of word of mouth evaluation on the relationship between the two.It is of certain significance to set the index dimensions and specific factors of the movie box office evaluation or prediction system,to improve the timeliness,accuracy and pertinence of the film copyright evaluation system,and to activate the financing and transaction market of film copyright.This paper sorts out the relevant literature and research results in three aspects:the relationship between cyber marketing and movie box office,the relationship between word of mouth evaluation and movie box office,and the moderating effect of word of mouth evaluation.It deeply studies and expounds the concepts and characteristics of cyber marketing and word of mouth evaluation,as well as the application of brand value theory,anchoring effect and persuasion effect in the evaluation of film copyright.According to the brand value theory and anchoring effect,this paper analyzes the influence mechanism of the cyber marketing activities of film propagandists in the new media era to promote the increase of film box office revenue.According to the persuasion effect,self-validation analysis theory and anchoring effect,this paper analyzes the mechanism of the word of mouth evaluation published by moviegoers on major online platforms to promote the increase of film box office revenue,and of the word of mouth evaluation to play a positive moderating effect on the relationship between cyber marketing and movie box office.Based on the above analysis,this paper puts forward reasonable research hypotheses,and focuses on 180 domestic movies(excluding animation movies and horror movies)with a box office of more than 50 million yuan from 2016 to 2021 as a research sample.Considering the different data sources and measurement methods of predecessors’ evaluation of cyber marketing and word of mouth evaluation,specific data are obtained from channels such as Yien Entertainment,Sina Weibo and Douban Movies as the research object.Stata and Excel are used for data processing,and descriptive statistics,correlation coefficient analysis,multiple regression analysis and robustness test are used for analysis and research.After performing regression analysis on all themed films,the overall sample is divided into sub-samples for further regression analysis according to different themes such as romance films,drama films,comedy films and action films.The empirical results show that,firstly,the cyber marketing activities of movie propagandists can significantly and positively promote the increase of movie box office revenue,which is a key factor of the box office revenue evaluation system in the evaluation of movie copyright.The sub-samples of movies with different themes continue to support this conclusion.So the hypothesis that cyber marketing is positively promoting movie box office revenue is verified.Secondly,the word of mouth evaluation released by moviegoers on major online platforms can significantly and positively promote the increase of movie box office revenue,which is another important factor of the box office revenue evaluation system in the evaluation of movie copyright.And the action movie sub-sample continues to support this conclusion,while the audience’s word-of-mouth evaluation in other types of movie sub-samples has no significant impact on the box office revenue.Therefore,the hypothesis that word of mouth evaluation positively promotes the movie box office revenue is verified in the action movie sub-sample.Thirdly,the word of mouth evaluation of moviegoers plays a significant positive moderating role in the relationship between cyber marketing and movie box office revenue.And the sub-samples of action and comedy movies continue to support this conclusion,among which,the moderating effect of word of mouth evaluation of action films is the most significant.Action and comedy movies with higher audience ratings are more likely to synergize and complement the cyber marketing activities of movie promoters and jointly promote the increase of movie box office revenue.Therefore,the hypothesis that word of mouth evaluation positively adjusts the relationship between cyber marketing and movie box office revenue is verified in the sub-samples of action and comedy movies.Based on the above three conclusions of cyber marketing and movie box office,word of mouth evaluation and movie box office,and the moderating effect of word of mouth evaluation,this paper attempts to put forward the following pertinent suggestions: to give full play to the effectiveness of movie cyber marketing,to build a good network media environment and to pay attention to movies quality and promote the synergy and complementarity of word of mouth and marketing.Finally,the future development of film copyright evaluation is made as follows: continuous research and improvement of the film box office revenue evaluation system,improvement of the pertinence of the evaluation system and the application of market method. |
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