Effect of Emotional Polarity Value in the Online Movie Reviews on Likes and Dislikes

• 발행기관: 강원대학교 경영경제연구소
• 저자명: Ho-Seong Jeon
• 간행물 정보: 『아태비즈니스연구』제16권 제3호, 19~37쪽, 전체 19쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2025.09.30

국문 초록

Purpose - This study presents a sentiment analysis of online movie reviews and examines the influence of emotions expressed in these reviews on the likes and dislikes. Design/methodology/approach - Five movies released in Korea between 2015 and 2019 were chosen. Approximately 39,000 reviews and movie ratings were collected from the Naver movie portal to conduct sentiment analysis. Based on literature reviews, two research questions were proposed. First, the polarity values of emotions found in movie reviews would have a positive association with likes and a negative relationship with dislikes. Second, movie ratings would moderate the influence of emotional polarity values on likes and dislikes. Findings - Study revealed that the number of likes had little correlation with the polarity values of emotions identified in movie reviews, contrary to the initial assumption. On the other hand, the number of dislikes decreased in frequency when the polarity value of emotions was favorable, aligning with the prediction of the research question. Additionally, statistically significant moderation effects of movie ratings were not observed for the majority of movies analyzed. It seems that movie ratings were functioning more as a separate influencing variable in the process of forming social attitudes rather than serving as a moderating variable. Implication or Originality - This study sheds light on dislikes as causally explicit information within the evolving digital ecosystem. The findings of the present study indicate that when netizens click dislikes button, the influence of the movie review itself may outweigh that of other contextual information. If movie portals decide to block information such as dislikes, it might potentially infringe upon consumers' right to know information about movies. In addition, understanding the dynamics of social attitudes such as dislikes could be crucial for movie industry professionals to gauge public sentiments and plan effective marketing strategies.

목차

Ⅰ. Introduction

Ⅱ. Literature Reviews

Ⅲ. Research Question and Method

Ⅳ. Results

Ⅴ. Conclusion

References

키워드

Sentiment Analysis Online Movie Reviews Movie Ratings Likes Dislikes