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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
International Journal of Mobile Communications vol. 15, no. 5, pp. 537 - 553
Keywords
analyticsbig datamobile communicationssentimentSNSTwittervalenceword-of-mouth
Publisher
Inderscience Enterprises Ltd.
Indexed
SSCI; SCOPUS WOS scopus
Document Type
Article
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.
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DOI
10.1504/IJMC.2017.10005359
Appears in Collections:
경영대학 > 경영학전공 > Journal papers
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