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Relationship between Genre Centrality and Performance in the Motion Picture Industry

네트워크 중심성과 성과에 관한 연구: 영화산업을 중심으로

  • 이원희 (호서대학교 경영학부) ;
  • 정동일 (숙명여자대학교 경영학부)
  • Received : 2017.03.06
  • Accepted : 2017.04.15
  • Published : 2017.06.28

Abstract

Existing researches on movie genre have been focusing on the relationship between a specific genre and performance of a movie. However, most of films cross into multiple genres and new approach is needed for analyzing a genre network. In this study social network analysis was used to analyze the genre centrality and its relationship with movie performance by developing a genre network, i.e. network among multiple genres constructed via genre co-occurrence pattern in a specific movie. Three index of genre centrality, eigenvector centrality, degree centrality, and bonacich power centrality, were tested for the valued genre network. Results showed that the relationship between genre centrality and movie performance appeared to be inverted U-shaped. This empirical finding is in line with the theory of ambidexterity which emphasizes the balance of exploration and exploitation. In addition, this study can provide practical implications for movie producers, distributors, and theaters that need to develop genre strategies.

Keywords

Centrality;Genre;Movie Industry;Performance;Social Network Analysis

Acknowledgement

Supported by : 교육부, 한국연구재단

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