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Movie aspects, tweet metrics, and movie revenues: The influence of iOS vs. Android

机译：电影方面，tweet指标和电影收入：iOS与Android的影响

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摘要

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. (C) 2017 Elsevier B.V. All rights reserved.
机译：已经发现使用Twitter的微博口口相传（MWOM）会影响电影等体验产品的成功。但是，尚不知道用于发推的设备或平台的类型（iOS或Android）对完善的发推指标（价，发推量和发推时间）与电影性能之间关系的影响。此外，还不知道这些平台的用户在他们讨论的电影方面以及它们如何影响推文指标方面是否有所不同。在这项研究中，我们通过分析来自iOS和Android用户的29部电影的超过400万条推文来调查这些差距，并对另外8部电影进行了健壮性检查。混合模型估计的结果表明，电影发行前的Android上的推文价以及发行电影后的iOS上的推文量会极大地影响电影的收入。结果还表明，对于Android用户而言，导演和脚本的提及更为重要，而对于iOS用户而言，提及制作和音乐则更为重要。最后，结果表明，电影制片厂和广告商在Android上吸引更多的Twitter用户，而在iOS上吸引相对较新的Twitter用户，可能会更有成效。这些发现对于电影制片厂和移动广告商将促销活动相应地针对这些平台用户具有重要意义。 （C）2017 Elsevier B.V.保留所有权利。

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  • 来源
    《Decision support systems》 |2017年第10期|98-109|共12页
  • 作者

    Zimbra David; Sarangee Kumar R.; Jindal Rupinder P.;

  • 作者单位

    Santa Clara Univ, Leavey Sch Business, Dept Operat Management & Informat Syst, 500 Camino Real, Santa Clara, CA 95053 USA;

    Santa Clara Univ, Leavey Sch Business, Dept Mkt, 500 Camino Real, Santa Clara, CA 95053 USA;

    Univ Washington Tacoma, Milgard Sch Business, Dept Mkt, 1900 Commerce St, Tacoma, WA 98402 USA;

  • 收录信息 美国《科学引文索引》(SCI);美国《工程索引》(EI);
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    Word of mouth (WOM); Twitter; Mobile advertising; iOS vs. Android; Movies;

    机译：口碑（WOM）;Twitter;移动广告;iOS与Android;电影;

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