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How people utilise tweets on movie selection? the reverse effects of e-WoM valence on movie sales

Title
How people utilise tweets on movie selection? the reverse effects of e-WoM valence on movie sales
Authors
Kang H.Chai S.Kim H.U.
Ewha Authors
채상미
SCOPUS Author ID
채상미scopus
Issue Date
2017
Journal Title
International Journal of Mobile Communications
ISSN
1470-949XJCR Link
Citation
vol. 15, no. 5, pp. 537 - 553
Keywords
analyticsbig datamobile communicationssentimentSNSTwittervalenceword-of-mouth
Publisher
Inderscience Enterprises Ltd.
Indexed
SSCI; SCOPUS WOS scopus
Abstract
The volume of big data being generated by social network sites (SNS) is increasing significantly. This study seeks to identify the marketapplicable insights concerning the text-type big data generated by SNS and to suggest market reaction strategies for responding to signals emerging from big data. Since people can instantly access large amount of online word-of-mouth (e-WoM) contents due to mobile communications, movie sales are influenced significantly from various SNS contents. Based on this phenomenon, we focused on Twitter, one of the most prevalent micro-blogging services. This research conducted a sentiment analysis to determine consumer valences regarding products. This study finds that the extremity of sentiment -as measured by growth speed in the number of positive or negative tweets -changed the direction of the tweets, positive or negative effect on revenue regardless of the valence of the word-of-mouth. The implication for SNS marketing professionals will be discussed. Copyright © 2017 Inderscience Enterprises Ltd.
DOI
10.1504/IJMC.2017.10005359
Appears in Collections:
경영대학 > 경영학전공 > Journal papers
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