Exploring the Relationship Between Viewer Experience and Movie Genre – A Study Based on Text Mining of Online Movie Reviews
Exploring the Relationship Between Viewer Experience and Movie Genre – A Study Based on Text Mining of Online Movie Reviews

Summary/Abstract: This paper aims to provide insight about viewer experience with movies of different genres: the suspense movie, the western and the comedy. The qualitative and quantitative analyses based on text mining were conducted for online reviews of the three selected movies. The results of text mining were complemented by a qualitative manual analysis of reviews. The results of text mining indicated the spectrum of factors shaping viewer experience at different stages of the consumer journey. These factors relate to, for example, the product features (e.g. the recognized movie director, movie stars, soundtrack, and the historical context of the plot), and different touch points (e.g. movie distribution channel). The categories of viewer experience captured in the study can be assessed as adequate to the genre. The present study is preliminary in nature and is therefore exploratory. The results indicate the potential usefulness of text mining of online reviews as a method constituting the background for studies based on interviewing subjects. The study also points to the importance of looking for interdisciplinary frameworks in the research field of viewer experience.

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