Word-of-blog for Movies : a Predictor and an Outcome of Box Office Revenue ?

  title={Word-of-blog for Movies : a Predictor and an Outcome of Box Office Revenue ?},
  author={Li Qin},
Social media has become an important avenue of Word-of-mouth (WOM) and a recent study has found blogging to be an important lead-generation source among social media options. This article examines the dynamic interrelationship between word-of-blog volume and sales by using the movie industry as the research context. By employing the Granger Causality test and modeling the interrelationship through simultaneous equations, the results show that the volume of word-of-blog and box office revenue… CONTINUE READING
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