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Publications
Publications
  • June 2018
  • Article
  • Journal of Marketing

Video Content Marketing: The Making of Clips

By: Xuan Liu, Savannah Wei Shi, Thales S. Teixeira and Michel Wedel
  • Format:Print
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Abstract

Consumers have an increasingly wide variety of options available to entertain themselves. This poses a challenge for content aggregators who want to effectively promote their video content online through original trailers of movies, sitcoms, and video games. Marketers are now trying to produce much shorter video clips to promote their content on a variety of digital channels. This research is the first to propose an approach to produce such clips and to study their effectiveness, focusing on comedy movies as an application. Web-based facial-expression tracking is used to study viewers’ real-time emotional responses when watching comedy movie trailers online. These data are used to predict both viewers’ intentions to watch the movie and the movie’s box office success. The authors then propose an optimization procedure for cutting scenes from trailers to produce clips and test it in an online experiment and in a field experiment. The results provide evidence that the production of short clips using the proposed methodology can be an effective tool to market movies and other online content.

Keywords

Film Entertainment; Marketing; Digital Marketing; Performance Effectiveness; Performance Improvement

Citation

Liu, Xuan, Savannah Wei Shi, Thales S. Teixeira, and Michel Wedel. "Video Content Marketing: The Making of Clips." Journal of Marketing 82, no. 4 (July 2018): 86–101.
  • Find it at Harvard

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    • December 2019
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    The Impact of Increasing Search Frictions on Online Shopping Behavior: Evidence from a Field Experiment

    By: Donald Ngwe, Kris J. Ferreira and Thales Teixeira
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    Airbnb, Etsy, Uber: Expanding from One to Many Millions of Customers

    By: Thales S. Teixeira
    • February 2019 (Revised June 2019)
    • Faculty Research

    Where to Grow Next at Online Marketplace OLX

    By: Thales Teixeira, Leandro A. Guissoni and Samy Dana
More from the Authors
  • The Impact of Increasing Search Frictions on Online Shopping Behavior: Evidence from a Field Experiment By: Donald Ngwe, Kris J. Ferreira and Thales Teixeira
  • Airbnb, Etsy, Uber: Expanding from One to Many Millions of Customers By: Thales S. Teixeira
  • Where to Grow Next at Online Marketplace OLX By: Thales Teixeira, Leandro A. Guissoni and Samy Dana
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