Title: How people utilise tweets on movie selection? The reverse effects of e-WoM valence on movie sales

Authors: Hyunjeong Kang; Sangmi Chai; Hyong Uk Kim

Addresses: College of Business Administration, Hongik University, 94 Wausan-ro, Mapo-gu, Seoul 04066, South Korea ' Ewha School of Business, Ewha Womans University, 52 Ewhayeodae-gil, Seodaemun-gu, Seoul 03760, South Korea ' Graduate School of International and Area Studies, Hankuk University of Foreign Studies, 107 Imun-ro, Dongdaemun-gu, Seoul 02450, South Korea

Abstract: The volume of big data being generated by social network sites (SNS) is increasing significantly. This study seeks to identify the market-applicable insights concerning the text-type big data generated by SNS and to suggest market reaction strategies for responding to signals emerging from big data. Since people can instantly access large amount of online word-of-mouth (e-WoM) contents due to mobile communications, movie sales are influenced significantly from various SNS contents. Based on this phenomenon, we focused on Twitter, one of the most prevalent micro-blogging services. This research conducted a sentiment analysis to determine consumer valences regarding products. This study finds that the extremity of sentiment - as measured by growth speed in the number of positive or negative tweets - changed the direction of the tweets' positive or negative effect on revenue regardless of the valence of the word-of-mouth. The implication for SNS marketing professionals will be discussed.

Keywords: analytics; big data; mobile communications; sentiment; SNS; Twitter; valence; word-of-mouth.

DOI: 10.1504/IJMC.2017.086367

International Journal of Mobile Communications, 2017 Vol.15 No.5, pp.537 - 553

Received: 28 Jul 2015
Accepted: 13 Jul 2016
Published online: 04 Sep 2017 *

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