Browsing by Subject "Word of mouth"
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Item A little bluebird told me : social media conversation effects on business outcomes-evidence from the movie industry(2014-05) Kim, Kyung Ok; Cunningham, Isabella C. M.In this dissertation, I examine how online conversations as electronic word-of-mouth (eWOM) information via social media networks affect business outcomes. Using data from the movie industry, my goal is to show how conversation quantity and quality, defined here as volumes and valence, on social network sites affect important business outcomes such as sales. Using a dynamic simultaneous equation system, I find that social media conversations can be a precursor to and an outcome of sales. Aggregated data from multiple sources show how social media variables and other key variables—volume, valence, and other information related to movies such as YouTube views, ratings, advertising, production budget, number of screens—contribute to box-office and home video sales through eWOM via social media. Findings highlight that eWOM volume correlates with box-office performance and home video sales: the more positive and strong the conversation, the higher the box office and home video sales. The study extends prior research on WOM and offers insight into how film studios can strategically manage social media to enhance box office and home video revenue.Item Tugging at the heartstrings? : examining discrete emotion in nonprofit Twitter messages and its effect on pass along behavior(2017-08) Chilek, Lindsay Alfieri; Pounders, Kathrynn; Cunningham, Isabella; Wilcox, Gary; Mackert, Michael; Golden, LindaThe rise of social media has provided organizations with new tools for interacting with customers and building relationships and have created an ideal place to foster and nurture emotional connections. Nonprofit organizations now strongly rely on the sharing of their social media messages to deliver important information, build community, and mobilize supporters (Lovejoy & Saxton, 2012). However, research regarding the extent to which nonprofits use emotions in social media communications is quite limited. The inclusion of emotional content is important in message virality, however, only very limited research exists on the types of emotional content that is included in nonprofit Twitter messages. Therefore, relevant data and descriptive frameworks are essential to helping us understand how nonprofit organizations are using microblogging sites to engage with their target audiences. This research takes a first step in this regard to investigate the effect that emotion can have on pass along behavior. Using Social Sharing of Emotion (Rime Finkenauer, Luminet, Zech, and Philippot, 1998, Rime 2009) as the theoretical foundation, this dissertation specifically examines nonprofit usage of discrete emotion and its effect on pass along behavior. This research found that nonprofits are using emotional content in their Twitter messages to communicate with their public. Specifically, nonprofits are using the focal eight discrete emotions as follows: Trust (33.3%), anticipation (30.4), joy (27.9%), fear (17.2), surprise (13.8%), sadness (13.6%), anger (12.2%), and disgust (7.1%). Additionally, results indicate that using emotive content in nonprofit Twitter messages can influence pass along behavior. Specifically, results indicate that nonprofit messages that utilized fear, sadness, surprise, or trust positively influenced pass along behavior. In contrast, use of anticipation-related words had a negative impact of pass along behavior, and thus while it is currently the second most utilized emotion it should be used cautiously. Therefore, nonprofits can now better employ emotive content to extend the reach of the messages to see their messages spread further.Item Word of mouth vs. expert reviews : compared using need for cognition and social media affinity(2014-05) Lopez, William Jose; Cicchirillo, Vincent J.We live in a world where social media allows everyone to have a voice regardless of their expertise on any subject. With so many anonymous voices giving their opinions are the expert reviews of film critics no longer as useful? Some may believe there is a disconnect between what critics like and what people like. With this in mind, this research puts the usefulness of expert movie reviews and word of mouth against each other as can be seen through the need for cognition scale and social media affinity scale.