Study of Comments on Official Movie Blogs

This study employed content analysis to investigate the attributes of comments on official movie weblogs (blogs), and the possible influences of these attributes on the consumers or companies of the blog. The analysis of 1500 comments on official movie blogs indicated that subjective comments allow the blog companies to recognize consumer attitudes toward movies. Emotional comments positively increase the hit rate of blogs. Moreover, paralinguistic devices enhance emotional comments, and dialogues enhance the interaction of blogs. The results serve as a reference for movie blog companies and other online companies concerned with blog operation and management.