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Analyzing the effect of user‐generated content on studio performance: A combined approach

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  • Yang Liu

Abstract

This research explores how user‐generated content (UGC) influences the performance of studios. Our dataset included both structured and unstructured UGC, analyzed through a hybrid of statistical techniques and machine learning algorithms. The findings revealed a positive relationship between UGC and both box office revenues and stock market performance. Additionally, classical machine learning methods demonstrated exceptional capabilities in accurately classifying the data. The insights from this study offer valuable marketing strategies for studio marketing managers and studio executives in leveraging social networks effectively.

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  • Yang Liu, 2024. "Analyzing the effect of user‐generated content on studio performance: A combined approach," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 45(4), pages 2228-2248, June.
    • Handle: RePEc:wly:mgtdec:v:45:y:2024:i:4:p:2228-2248
    DOI: 10.1002/mde.4127
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