Nollywood Accounting and Financial Performance: Evidence From Nigerian Cinemas

Olaoluwa Elsie Umukoro, Damilola Felix Eluyela, Emmanuel Ozordi, Ofe Iwiyisi Inua and Sheriff Babajide Balogun

International Journal of Financial Research, 2020, vol. 11, issue 2, 271-280

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.

Keywords: films; Nollywood; resource dependency theory; performance (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:jfr:ijfr11:v:11:y:2020:i:2:p:271-280

DOI: 10.5430/ijfr.v11n2p271

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