Beyond likes and tweets: Consumer engagement behavior and movie box office in social media

Authors

Chong Oh, University of UtahFollow
Yaman Roumani, Eastern Michigan University
Joseph K. Nwankpa, The University of Texas, Rio Grande Valley
Han-fen Hu, University of Nevada, Las VegasFollow

Document Type

Article

Publication Date

1-1-2017

Publication Title

Information & Management

Volume

54

Issue

1

First page number:

25

Last page number:

37

Abstract

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.

Repository Citation

Oh, C., Roumani, Y., Nwankpa, J. K., Hu, H. (2017). Beyond likes and tweets: Consumer engagement behavior and movie box office in social media. Information & Management, 54(1), 25-37.
http://dx.doi.org/10.1016/j.im.2016.03.004