期刊
INFORMATION & MANAGEMENT
卷 54, 期 1, 页码 25-37出版社
ELSEVIER
DOI: 10.1016/j.im.2016.03.004
关键词
Social media; Social media analytics; Consumer engagement behavior; Personal engagement; Interactive engagement; Movie box office
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. (C) 2016 Elsevier B.V. All rights reserved.
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