Influence of Social Media Reviews on Movie-Watching Intentions among College Students

Abstract

With the popularity of the social media platform Xiaohongshu in the daily lives of college students, some researchers have found that its content influences the public's film-watching decisions. However, there is still a lack of a unified explanation for the problems with its word-of-mouth content. The research topic of this article is the relationship between the word-of-mouth on Xiaohongshu and college students' willingness to watch movies. The research method of this article is to combine questionnaire surveys and data collection. Hypotheses are made from three dimensions: positive emotions, interaction volume, and blogger identity. Descriptive statistics and other analyses are conducted to verify the data. The research results show that positive emotion film reviews can better stimulate the interest in watching movies, highly interactive notes have a greater influence, and the word-of-mouth effect of certified bloggers is significantly stronger than that of ordinary users. The research findings further confirm the significant influence of social media reviews on college students' willingness to watch movies, providing theoretical and practical references for future studies on user response differences and the analysis of film reviews and commentaries.