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<p>This study draws on social capital theory and investigates how marketing behaviors on different social media platforms influence box office. By choosing Weibo and WeChat as representative platforms, we exploit the instrumental variable and two-stage least squares method with a data set of 168 movies, and find that: (1) social capital mediates the relationship between social media marketing and box office; (2) Weibo marketing impacts box office by increasing bridging and bonding social capital, while WeChat marketing influences box office both directly and indirectly; and (3) the impact of bridging social capital on box office diminishes as bonding social capital increases on Weibo, while on WeChat, the influence of bridging social capitals increases as bonding social capital grows. Our findings provide both theoretical and practical implications.</p>

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How social media marketing behaviors influence box office across different social media platforms: a social capital perspective

  • 期刊论文

  • 发表日期：

    2025年10月24日

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  • Lin Liao,
  • Tao Huang

摘要

This study draws on social capital theory and investigates how marketing behaviors on different social media platforms influence box office. By choosing Weibo and WeChat as representative platforms, we exploit the instrumental variable and two-stage least squares method with a data set of 168 movies, and find that: (1) social capital mediates the relationship between social media marketing and box office; (2) Weibo marketing impacts box office by increasing bridging and bonding social capital, while WeChat marketing influences box office both directly and indirectly; and (3) the impact of bridging social capital on box office diminishes as bonding social capital increases on Weibo, while on WeChat, the influence of bridging social capitals increases as bonding social capital grows. Our findings provide both theoretical and practical implications.