Movie aspects, tweet metrics, and movie revenues: The influence of iOS vs. Android
作者: David ZimbraKumar R. SarangeeRupinder P. Jindal
作者单位: 1Department of Operations Management and Information Systems, Leavey School of Business, Santa Clara University, 500 El Camino Real, Santa Clara, CA 95053, United States
2Department of Marketing, Leavey School of Business, Santa Clara University, 500 El Camino Real, Santa Clara, CA 95053, United States
3Department of Marketing, Milgard School of Business, University of Washington Tacoma, 1900 Commerce St., Tacoma, WA 98402, United States
刊名: Decision Support Systems, 2017, Vol.102
来源数据库: Elsevier Journal
DOI: 10.1016/j.dss.2017.08.002
关键词: Word of mouth (WOM)TwitterMobile advertisingiOS vs. AndroidMovies
英文摘要: Abstract(#br)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...
全文获取路径: Elsevier  (合作)
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影响因子:2.201 (2012)

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关键词翻译
关键词翻译
  • advertising 广告
  • influence 影响
  • mouth 
  • movie 影片