IDEAS home Printed from https://ideas.repec.org/a/ids/ijiscm/v6y2013i4p338-352.html
   My bibliography  Save this article

Customer engagement, word-of-mouth and box office: the case of movie tweets

Author

Listed:
  • Chong Oh

Abstract

Scholars have established mixed results concerning the relationships between word-of-mouth (WOM) and movie box office performance. Additionally, the effect of customer engagement in relation to box office performance is rarely examined. Using social media measures from Twitter and movie box office data from boxofficemojo.com the present study found not only that WOM volume does have a direct positive effect on box office outcomes but also that customer engagement or marketer-generated content (MGC) from movie studios plays a role indirectly relating to box office outcomes. The more a movie studio is willing to engage with its followers via social media the more likely it is to have a higher WOM volume. This subsequently increases the likelihood of having a higher opening-weekend box office performance.

Suggested Citation

  • Chong Oh, 2013. "Customer engagement, word-of-mouth and box office: the case of movie tweets," International Journal of Information Systems and Change Management, Inderscience Enterprises Ltd, vol. 6(4), pages 338-352.
    • Handle: RePEc:ids:ijiscm:v:6:y:2013:i:4:p:338-352
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=60976
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijiscm:v:6:y:2013:i:4:p:338-352. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=79 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.