کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
4972378 1451042 2017 36 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Movie aspects, tweet metrics, and movie revenues: The influence of iOS vs. Android
موضوعات مرتبط
مهندسی و علوم پایه مهندسی کامپیوتر سیستم های اطلاعاتی
پیش نمایش صفحه اول مقاله
Movie aspects, tweet metrics, and movie revenues: The influence of iOS vs. Android
چکیده انگلیسی
Microblogging word of mouth (MWOM) using Twitter has been found to impact the success of experiential products such as movies. However, the influence of the type of device or platform used for tweeting (iOS or Android) on the relationship between well-established tweet metrics - valence, volume, and time period of tweeting - and movie performance is not yet known. Furthermore, it is not known if users of these platforms differ in the aspects of movies they discuss and how that may influence tweet metrics. In this study, we 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 users accordingly.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Decision Support Systems - Volume 102, October 2017, Pages 98-109
نویسندگان
, , ,