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The purpose of this paper is to examine whether the sharing of movie trailers on video-sharing social media has an impact on box-office revenue.

From December 2013 to November 2014, view statistics were collected for movie trailers from YouTube and matched with the box-office revenue of the relevant movies from Box Office Mojo. Based on the 72 sample movies, a panel simultaneous equation model was applied.

The results show that sharing of a movie trailer has a positive impact on the box-office revenue of the movie, and this effect is greater in the early stage of a movie release than in the later stage.

This study analyzes, from electronic word-of-mouth (eWOM) and social influence perspectives, the effects of video-sharing activities on social media and their impact on sales with an example that is representative of entertainment goods or movie trailers.

This study reveals that promotion through video-sharing social media websites can serve as an essential marketing tool for entertainment goods such as movies, while the sharing of a movie trailer has a positive influence on the box-office revenue of the movie.

Focusing on the sharing features of video-sharing social media websites, this study contributes to enhancing our understanding of the predictive power of consumers’ video-sharing and expanding current research on eWOM and social influence.

As online reviews have become a potent marketing tool, the underlying motivation has come into question. Focus has shifted towards assessing reviewer credibility before appraising online review credibility. Guided by source credibility theory, this study investigates the effect of reviewers’ historical ratings on review helpfulness to gain insight into the role of reviewer credibility.

We explore readers’ underlying psychological processes using web data analysis (Study 1) and experiments (Study 2). Study 1 empirically examines the effect of reviewers’ historical ratings on review helpfulness using 100,621 reviews authored by 890 TripAdvisor reviewers. Study 2 involves two experiments with 328 participants to scrutinize the readers’ underlying mechanisms in establishing reviewer credibility, with a specific focus on the effect of reviewers’ historical ratings.

When a reviewer’s historical ratings are predominantly extreme, readers perceive the reviewer as less credible, leading to decreased helpfulness in reviews authored by that reviewer. Interestingly, high negativity in historical ratings does not have a significant effect on either reviewer credibility or review helpfulness.

This study offers two significant contributions to the existing literature. First, it extends previous research on review helpfulness by incorporating reviewers’ historical rating behavior. This provides a more comprehensive understanding of the factors that influence the perceived usefulness of reviews. Second, it integrates two distinct research methods: TripAdvisor web data analysis and experiments. This methodological synthesis enhances the robustness of the study by offering a more nuanced and well-rounded perspective on the dynamics between reviewers’ historical ratings and perceived helpfulness of reviews.

This study aims to reveal the effect of comment interactions on video engagement of users in video-sharing platforms.

The authors collected 87,232 comments on 647 videos of Korean beauty creators on YouTube and conducted a social network analysis and a hierarchical regression analysis.

The results present that the more evenly interactive participants write and receive replies in the comments section, the more users' video engagement increases. The more creators reply to user comments and the more reactions they present, the more video engagement increases. Additionally, the influence of the creator's interaction on user engagement increased as the number of commenting participants decreased.

This study has implications for platform operators regarding comment section design and proposes interaction strategies for content creators to induce users' video engagement.

Compared to previous studies, this study empirically verifies the influence of interactions on video-sharing platforms in detail by confirming the influence of user interaction structures and creator's participation in the interaction on video engagement.