IDEAS home Printed from https://ideas.repec.org/a/kap/compec/v49y2017i1d10.1007_s10614-015-9540-5.html
   My bibliography  Save this article

Superstars Power, Mining the Paths to Stars’ Persuasion

Author

Listed:
  • Ana Suarez-Vazquez

    () (University of Oviedo)

  • Elena Montañés-Roces

    (University of Oviedo)

Abstract

Abstract This paper analyzes the influence of star power on the cinema market. The study adopts two gauges of star power, one based on the industry’s opinion and one based on the market’s interest. The article merges contributions in the persuasion and cinema market literatures to examine the influence of star power over spectators. This study use machine learning methods based on support vector ordinal regression to analyze the paths to superstars’ persuasion. The present research shows differences in the persuasion effect of star power based on the industry and star power based on the market. Similarly, there are differences in the influence of star power among men and women. The results of this study help to explain the mixed findings of previous research on superstars’ power.

Suggested Citation

  • Ana Suarez-Vazquez & Elena Montañés-Roces, 2017. "Superstars Power, Mining the Paths to Stars’ Persuasion," Computational Economics, Springer;Society for Computational Economics, vol. 49(1), pages 67-81, January.
  • Handle: RePEc:kap:compec:v:49:y:2017:i:1:d:10.1007_s10614-015-9540-5
    DOI: 10.1007/s10614-015-9540-5
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s10614-015-9540-5
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Ravid, S Abraham, 1999. "Information, Blockbusters, and Stars: A Study of the Film Industry," The Journal of Business, University of Chicago Press, vol. 72(4), pages 463-492, October.
    2. Jehoshua Eliashberg & Anita Elberse & Mark A.A.M. Leenders, 2006. "The Motion Picture Industry: Critical Issues in Practice, Current Research, and New Research Directions," Marketing Science, INFORMS, vol. 25(6), pages 638-661, 11-12.
    3. W. Walls, 2009. "Screen wars, star wars, and sequels," Empirical Economics, Springer, vol. 37(2), pages 447-461, October.
    4. Randy Nelson & Robert Glotfelty, 2012. "Movie stars and box office revenues: an empirical analysis," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 36(2), pages 141-166, May.
    5. Ignacio Redondo & Morris Holbrook, 2010. "Modeling the appeal of movie features to demographic segments of theatrical demand," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 34(4), pages 299-315, November.
    6. Alan Collins & Chris Hand, 2005. "Analyzing moviegoing demand: an individual-level cross-sectional approach," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 26(5), pages 319-330.
    7. Hoyer, Wayne D & Brown, Steven P, 1990. " Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product," Journal of Consumer Research, Oxford University Press, vol. 17(2), pages 141-148, September.
    8. Rosen, Sherwin, 1981. "The Economics of Superstars," American Economic Review, American Economic Association, vol. 71(5), pages 845-858, December.
    9. Dapeng Cui & David Curry, 2005. "Prediction in Marketing Using the Support Vector Machine," Marketing Science, INFORMS, vol. 24(4), pages 595-615, January.
    Full references (including those not matched with items on IDEAS)

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:kap:compec:v:49:y:2017:i:1:d:10.1007_s10614-015-9540-5. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Sonal Shukla) or (Rebekah McClure). General contact details of provider: http://www.springer.com .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.