Identifying the causal relationship between social media content of a Bollywood movie and its box-office success - a text mining approach

@article{Bhattacharjee2017IdentifyingTC,
  title={Identifying the causal relationship between social media content of a Bollywood movie and its box-office success - a text mining approach},
  author={B. Bhattacharjee and Amulyashree Sridhar and A. Dutta},
  journal={Int. J. Bus. Inf. Syst.},
  year={2017},
  volume={24},
  pages={344-368}
}
  • B. Bhattacharjee, Amulyashree Sridhar, A. Dutta
  • Published 2017
  • Engineering, Computer Science
  • Int. J. Bus. Inf. Syst.
  • Movie marketing strategies have undergone a rapid metamorphosis over the years with the progress in technological innovations and advent of social media. Social media gives a two way interacting platform and such interactions generate voluminous textual content which can be a source for deriving new insights into the customer behavioural dynamics and can also act as a handy tool for revenue enhancement. This study is designed to understand whether the polarity of the social media content of… CONTINUE READING
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