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Abstract. In this study, we try to investigate the relationship between Internet buzz share and real market share of movie ticket reservation. That is, the correlations between Internet buzz share of news sites, blog,Internet cafe, Internet video sites and market share of movie ticket reservation are analyzed. The data from news sites, blog, Internet café, and video sites of Naver, a representative portal of Korea is gathered to measure buzz share of different Internet communication channels. The market shares of movie ticket reservation per week are gathered from the Movie Promotion Council in Korea. The relationships of buzz share and market share are tested using correlation analysis. The results show that among various Internet buzz channels, the buzz shares of video and news are more correlated with market share as leading indices.However, the buzz shares of blogs and Internet cafe are more correlated with market share with market share as lagging indices.31572
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Keywords: Market share, Buzz share, Web Content Mining
1. Introduction
In marketing area, the market share of a company is considered as an important determining factor for the profitability of the company[1,6]. As a major indicator for assessment of a company, the market share is an important factor determining profitability and survivability of the company[7,10]. The use of the Internet for marketing purpose of a company has been increase due to the exponential growth of the Internet channels such as blog, online community, UGC (User Generated Content), and so on. Especially, public opinions on the Internet are considered as critical element to maintain corporate brand image due to characteristics of the Internet such as ease of replication, fast propagation, the freedom of participation, and anonymity. Recently, consumers can share easily their experiments, opinions, and information through their blogs or online communities[12,13,14,15]. Firms have begun to monitor the activities of consumers in the Internet and used the Internet as communication channels with consumers or potential customers. Also, since huge amount of information exchanges on the Internet can be easily accumulated, firms consider the Internet as a useful resource for data mining[3,15]. Therefore, as well as market share, buzz share is considered as new important information to support right marketing decision-making in companies. Representative examples using buzz share are performance prediction of movie films and the prediction of U.S. presidential elections vote[9,12]. Although there are many interests on Internet buzz share in practices, systematic research on the Internet buzz share is still insufficient[8,9]. Therefore, this paper aims to examine the correlation between Internet buzz share and the actual market share of product, especially in movie ticket reservation domain.
2. Literature Reviews Market share
2.1. Market share
Market share can be defined as a percentage of a participating company's sales among total sales in the industry where the company belongs to. The concept of market share has been studied mainly in marketing field and most researches are focused on 4P (Product, Place, Promotion, Price) and external factors effect on market share. Recent researches demonstrate that the determinants of market share are different depending on industrial domains[6,7]. Also, there are studies on the linkages of market share with government regulation and M&A[1,6,7].
2.2. Online word-of-mouth
Online word-of-mouth is defined that word-of-mouth activities of consumers appear on the Internet, and typical examples are posts on blog and online community, and reviews of the Internet shopping storefronts [15]. Unlikely off-line word of mouth, online word-of-mouth has characteristics such as storability, concurrently accessibility, anonymity, communication without limit of time and place [4,11]. Depending on how firms use online word-of-mouth, they can make differences in marketing result.