[雙語翻譯]電影營銷外文翻譯—病毒視頻在電影營銷中的應用研究及在上映前和首周對網(wǎng)絡口碑的影響（原文）

1、 Journal of Promotional Communications Publication details, including instructions for authors and subscription information: http://promotionalcommunications.org/ind ex.php/pc/about/submissions Film Talk: An investiga

2、tion into the use of viral videos in film marketing, and the impact on electric word of mouth during pre-release and opening week Sophie Moore To cite this article: Moore, S. 2015. Film Talk: An investigation into th

3、e use of viral videos in film marketing, and the impact on electric word of mouth during pre-release and opening week, Journal of Promotional Communications, 3 (3), 380-404. PLEASE SCROLL DOWN FOR ARTICLE JPC makes ever

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8、y substantial or systematic reproduction, redistribution, reselling, loan, sub- licensing, systematic supply, or distribution in any form to anyone is expressly forbidden. Terms Furness 2015). In particular, cinema a

9、ttendance among the younger digital audience dropped by 15% (Spangler 2014). Consequently there is a growing importance for marketers to find innovative and unique ways to entice audiences to the cinema, in particular

10、 using digital marketing tools to attract a rapidly decreasing demographic (Mohr 2007; Jeffrey 2014). Viral marketing is one such promotional posture that captures people’s attention and drives audiences to cinemas. Vir

11、al marketing is the process of encouraging audiences to pass along a favourable or compelling marketing message that they receive in a hypermedia environment (Hausmann 2012). Previous viral campaigns have used elabora

12、te websites, blogs, interactive games, and videos to build awareness prior to a film’s release. There is also a growing sub-culture of film fans for which the hunt for this additional film material is as exciting as th

13、e films themselves (McMahon 2010). Consequently, the use of viral marketing in film promotion is now as important as conventional practices (Kerrigan 2010). At the core of viral marketing is audience participation in

14、online conversation, also known as electronic word of mouth (eWOM). Online conversation about films can build anticipation and buzz around new releases. According to research, eWOM on Twitter contributes to 13% of UK c

15、inema ticket sales (Moosman 2015), reinforcing the important role eWOM has on a film’s box office success. Videos that have diffused through eWOM are the most regularly used method of viral marketing (Haque et al. 2006;

16、 Nelson-Field et al. 2013). The age of technological mobility is driving an increase in video consumption as the recent proliferation of new devices allows the audience to connect with content, anytime and anywhere (Ni

17、elsen 2014). Marketers are therefore creating videos for the sole purpose of film promotion and Hollywood is leading the way when it comes to the production of viral videos that get shared by millions of viewers (Gold

18、smith 2011). Research found that viewers who enjoyed a video demonstrated 139% higher brand association and 97% higher purchase intention than those who did not enjoy it (McNeal 2012). Thus, viral videos that entertai

19、n the audience can positively impact viewers’ awareness and attitude towards a film. Viral videos typically have smart distribution and optimisation strategies in order to reach a large number of people (Goldsmith 2011

20、), yet research on how marketers can optimise video content for sharing remains scarce. In addition, there is little evidence to show the direct impact of viral videos on film-related eWOM. This paper seeks to contrib