Chatter matters: How twitter can open the black box of online word-of-mouth

摘要: We collect Word-of-mouth (WOM) data on movies from Twitter and employ both a time-series model dynamic panel to study the influence of WOM movie box office revenues. Compared with most previous literature that measures through its volume or dispersion, we directly measure number recipients each message using unique social structural information Twitter. Thereby offer more direct provides powerful evidence causal effect product sale which is rarely dealt in literature. also disentangle different roles pre-consumption post-consumption for first time find percentage has significant explanatory power. Although studies conclude valence does not have any power revenue, our based analysis suggests play an important role. Our conceptual empirical shed lights how actually influences sales this paper reveals value networking sites like marketing researchers practitioners.