Nollywood Accounting and Financial Performance: Evidence From Nigerian Cinemas

Umukoro, Olaoluwa Elsie and Eluyela, F. D. and Inua, Ofe Iwiyisi and Babajide, Sheriff (2020) Nollywood Accounting and Financial Performance: Evidence From Nigerian Cinemas. International Journal of Financial Research, 11 (2). pp. 271-280.

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Abstract

The main aim of this study is to discover what influences the financial performance of a given Nollywood film in Nigerian cinemas. We hypothesize that social media, filmmakers and friends influences financial performance of Nollywood films in Nigeria. In order to achieve this objective, we adopted survey research design methodology via the use of google forms to generate 530 copies of questionnaire between November 2018 and January 2019. Using resource dependency theory, we find out that social media, filmmakers and friends are major determinant of Nollywood financial performance in Nigeria. We recommend that filmmakers should embark on more social media campaigns and adverts in order to generate more revenue and profit for their films.

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