A social influence view of the internationalization of cultural products

• 成果类型: Article
• 署名作者: Huang, Xinli; Di Fan, Di; Soo, Christine
• 署名单位: University of Sheffield; Royal Melbourne Institute of Technology (RMIT); University of Western Australia
• 刊物名称: JOURNAL OF INTERNATIONAL BUSINESS STUDIES
• ISSN/ISSBN: 0047-2506
• DOI: 10.1057/s41267-025-00797-9
• 发表日期: 2025
• 页码: 990-1009
• 关键词: Cultural products; (In)congruence; International performance; social influence; Global value chains; Polynomial regression with response surface analysis

摘要

A thriving international cultural industry fuels the expansion of the global creative economy. Yet, what drives the international diffusion and performance of cultural products? This study adopts a social influence perspective to examine the international performance of film exports, addressing a critical gap in existing research that often isolates social influences without considering the impact of their (in)congruence. Given the subjective nature of cultural products and their vulnerability to multiple influences across global value chains, we theorize and empirically test the effects of congruence and incongruence between supply-side and demand-side social influences on films' international performance. Analyzing 1676 U.S. films released between 2009 and 2018, our findings reveal that congruence between supply-side and demand-side social influences significantly enhances a film's appeal, credibility, and international success. Moreover, this effect is amplified by two key moderators across global value chains, namely, upstream home-country adoption of social media promotion and downstream host-country press freedom. This study contributes to the understanding of the social influence view within global value chains by highlighting the importance of supply-demand congruence and the contextual factors that shape their effectiveness in driving the international performance of cultural products. Une industrie culturelle internationale florissante alimente l'expansion de l'& eacute;conomie cr & eacute;ative mondiale. Mais quels sont les moteurs de la diffusion et de la performance internationales des produits culturels ? Cette recherche adopte la perspective de l'influence sociale afin d'examiner la performance internationale des exportations de films, comblant ainsi une lacune critique dans la recherche existante qui isole souvent les influences sociales sans tenir compte de leur (in)congruence. & Eacute;tant donn & eacute; la nature subjective des produits culturels et leur vuln & eacute;rabilit & eacute; & agrave; de multiples influences & agrave; travers les cha & icirc;nes de valeur mondiales, nous th & eacute;orisons et testons empiriquement les impacts de la congruence et de l'incongruence entre les influences sociales du c & ocirc;t & eacute; de l'offre et celles du c & ocirc;t & eacute; de la demande sur la performance internationale des films. En analysant 1676 films am & eacute;ricains sortis entre 2009 et 2018, nos r & eacute;sultats r & eacute;v & egrave;lent que la congruence entre les influences sociales du c & ocirc;t & eacute; de l'offre et celles du c & ocirc;t & eacute; de la demande am & eacute;liore consid & eacute;rablement l'attrait, la cr & eacute;dibilit & eacute; et le succ & egrave;s international d'un film. De plus, cet impact est amplifi & eacute; par deux mod & eacute;rateurs cl & eacute;s dans les cha & icirc;nes de valeur mondiales, & agrave; savoir l'adoption en amont, dans le pays d'origine, de la promotion sur les r & eacute;seaux sociaux et la libert & eacute; de presse en aval dans le pays d'accueil. Cette recherche contribue & agrave; la compr & eacute;hension de la perspective de l'influence sociale au sein des cha & icirc;nes de valeur mondiales en mettant en lumi & egrave;re l'importance des congruences entre l'offre et la demande ainsi que les facteurs contextuels qui fa & ccedil;onnent leur efficacit & eacute; dans l'am & eacute;lioration de la performance internationale des produits culturels. Una industria cultural internacional pr & oacute;spera impulsa la expansi & oacute;n de la econom & iacute;a creativa global. Sin embargo, & iquest;qu & eacute; factores determinan la difusi & oacute;n internacional y el desempe & ntilde;o de los productos culturales? Este estudio adopta una perspectiva de influencia social para examinar el desempe & ntilde;o internacional de las exportaciones cinematogr & aacute;ficas, abordando una brecha cr & iacute;tica en la investigaci & oacute;n existente que frecuentemente a & iacute;sla las influencias sociales sin considerar su congruencia (o incongruencia). Dada la naturaleza subjetiva de los productos culturales y su vulnerabilidad a m & uacute;ltiples influencias a lo largo de las cadenas globales de valor, teorizamos y probamos emp & iacute;ricamente los efectos de la congruencia e incongruencia entre las influencias sociales del lado de la oferta y del lado de la demanda sobre el desempe & ntilde;o internacional de las pel & iacute;culas. Analizando 1676 pel & iacute;culas estadounidenses estrenadas entre 2009 y 2018, nuestros hallazgos revelan que la congruencia entre las influencias sociales del lado de la oferta y del lado de la demanda mejora significativamente el atractivo, la credibilidad y el & eacute;xito internacional de una pel & iacute;cula. Adem & aacute;s, este efecto se amplifica por dos moderadores clave a lo largo de las cadenas globales de valor: aguas arriba, la adopci & oacute;n por parte del pa & iacute;s de origen de la promoci & oacute;n en redes sociales, y aguas abajo, la libertad de prensa del pa & iacute;s anfitri & oacute;n. Este estudio contribuye a la comprensi & oacute;n de la perspectiva de influencia social dentro de las cadenas globales de valor al destacar la importancia de la congruencia oferta-demanda y los factores contextuales que moldean su efectividad para impulsar el desempe & ntilde;o internacional de los productos culturales. Uma pr & oacute;spera ind & uacute;stria cultural internacional impulsiona a expans & atilde;o da economia criativa global. No entanto, o que impulsiona a difus & atilde;o e desempenho internacional de produtos culturais? Este estudo adota uma perspectiva baseada na influ & ecirc;ncia social para examinar o desempenho internacional de exporta & ccedil;& otilde;es de filmes, abordando uma lacuna cr & iacute;tica na pesquisa existente que frequentemente isola influ & ecirc;ncias sociais sem considerar sua (in)congru & ecirc;ncia. Dada a natureza subjetiva de produtos culturais e sua vulnerabilidade a m & uacute;ltiplas influ & ecirc;ncias ao longo das cadeias globais de valor, teorizamos e testamos empiricamente os efeitos da congru & ecirc;ncia e da incongru & ecirc;ncia entre as influ & ecirc;ncias sociais do lado da oferta e da demanda sobre o desempenho internacional de filmes. Ap & oacute;s analisar 1.676 filmes dos Estados Unidos lan & ccedil;ados entre 2009 e 2018, nossas descobertas revelam que a congru & ecirc;ncia entre as influ & ecirc;ncias sociais do lado da oferta e da demanda aumenta significativamente o apelo, a credibilidade e o sucesso internacional de um filme. Al & eacute;m disso, esse efeito & eacute; amplificado por dois importantes moderadores ao longo de cadeias globais de valor: a inicial ado & ccedil;& atilde;o, no pa & iacute;s de origem, da promo & ccedil;& atilde;o por m & iacute;dias sociais, e a posterior liberdade de imprensa no pa & iacute;s anfitri & atilde;o. Este estudo contribui para a compreens & atilde;o da vis & atilde;o da influ & ecirc;ncia social em cadeias globais de valor ao destacar a import & acirc;ncia da congru & ecirc;ncia entre oferta e demanda e de fatores contextuais que moldam sua efic & aacute;cia em impulsionar o desempenho internacional de produtos culturais. 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