Investigating the Impact of Firm-generated Content on User-generated Content and Box Office Sales
Public Deposited- Last Modified
- February 26, 2019
- Creator
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Kazi, Basil
- Affiliation: Kenan-Flagler Business School
- Abstract
- This thesis examines how firm-generated content in the movie industry affects user-generated content, which in turn affects box-office sales. This study first examines how user-generated content affects box-office sales. Next, the relationship between firm-generated content and user-generated content is analyzed. To achieve these objectives, I collect the data of 224 movies over a two-year period as well as the associated tweets generated by both users and firms, the latter of which include the movie studio and main actors and actresses. My results indicate that the increased volume of Tweets drives box-office sales. I also find that the volume of firm-generated content, either generated by movie studios or by actors, results in an increase in the volume of user-generated content. In addition, I also find that interactions between official movie accounts and actor accounts on Twitter produces a synergy that boosts the volume of user-generated content. Several managerial implications regarding the effective use of social media as a communication channel in the movie industry are discussed.
- Date of publication
- spring 2016
- Keyword
- DOI
- Resource type
- Rights statement
- In Copyright
- Note
- Funding: None
- Advisor
- Lu, Shijie
- Degree
- Bachelor of Science
- Honors level
- Honors
- Degree granting institution
- University of North Carolina at Chapel Hill
- Extent
- 44
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