Beyond likes and tweets: Consumer engagement behavior and movie box office in social media

Citation data:

Information & Management, ISSN: 0378-7206, Vol: 54, Issue: 1, Page: 25-37

Publication Year:
2017
Usage 1238
Abstract Views 958
Link-outs 280
Captures 184
Readers 156
Exports-Saves 28
Social Media 8
Tweets 8
Citations 14
Citation Indexes 14
Repository URL:
https://digitalscholarship.unlv.edu/met_fac_articles/47
DOI:
10.1016/j.im.2016.03.004
Author(s):
Oh, Chong; Roumani, Yaman; Nwankpa, Joseph K; Hu, Han-fen
Publisher(s):
Elsevier BV
Tags:
Business, Management and Accounting; Computer Science; Decision Sciences
Most Recent Tweet View All Tweets
article description
This study examines the effects of social media, from the perspective of consumer engagement behavior (CEB), to investigate how CEB is associated with economic performance. Based on social media activities surrounding US movies, we used ordinary least square (OLS) regression models and found that CEB on Facebook and YouTube positively correlate with box-office gross revenue; however, the same effect was not observed on Twitter. This study proposed and tested a set of metrics for CEB on social media, and also provided empirical support for associating CEB with economic performance. The results underscore the importance of investing in social media communication across multiple channels.