Movie aspects,
tweet metrics, and movie revenues: The influence of iOS vs. Android
From investigated these gaps by analyzing more than four million tweets
for 29 movies from both iOS and Android users and conducted a robustness check
on another 8 movies. Results from mixed model estimations show that valence of
tweets on Android before a movie's release and volume of tweets on iOS after
the release significantly influence the revenues of a movie. Results also show
that mentions of director and script are more important in the case of Android
users whereas mentions of production and music are more important in the case
of iOS users. Finally, results show that it may be more productive for movie
studios and advertisers to reach the more prolific Twitter users on Android but
relatively newer Twitter users on iOS. These findings have significant
implications for movie studios as well as mobile advertisers to target their
promotions to these platform
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