16611047
Whose and what
chatter matters? The effect of tweets on movie sales.
In the present study, we
investigated whether and how Twitter WOM affects movie sales by estimating a
dynamic panel data model using publicly available data and well-known machine learning
algorithms. In support of some recent findings about the importance of WOM
valence on product sales, we also found that positive Twitter WOM is associated
with higher movie sales, whereas negative WOM is associated with lower movie
sales. Interestingly, we found that the strongest effect on movie sales comes
from those tweets in which the authors expressed their intention to watch a
certain movie. Our findings provide new perspectives to understand the effect
of WOM on product sales and have important managerial implications. For
example, our study reveals the potential values of monitoring people's
intentions and sentiments on Twitter and identifying influential users for
companies wishing to harness the power of social broadcasting networks.
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