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

Author

Listed:
  • Biplab Bhattacharjee
  • Amulyashree Sridhar
  • Anirban Dutta

Abstract

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 Bollywood movies can essentially reveal any insights about the potential box office revenues. The initial steps involved data collection from social media, followed by text mining to identify the sentiments about a movie. Furthermore, the relationship between the sentiments captured from social media and total revenue generated was explored in both pre-release and post-release scenarios and linear regression models were built. The model can be further improved by incorporating additional metrics.

Suggested Citation

  • Biplab Bhattacharjee & Amulyashree Sridhar & Anirban Dutta, 2017. "Identifying the causal relationship between social media content of a Bollywood movie and its box-office success - a text mining approach," International Journal of Business Information Systems, Inderscience Enterprises Ltd, vol. 24(3), pages 344-368.
    • Handle: RePEc:ids:ijbisy:v:24:y:2017:i:3:p:344-368
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    Citations

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    Cited by:

    1. Mukta Srivastava & Sreeram Sivaramakrishnan & Gordhan K. Saini, 2021. "The Relationship Between Electronic Word-of-Mouth and Consumer Engagement: An Exploratory Study," IIM Kozhikode Society & Management Review, , vol. 10(1), pages 66-81, January.
    2. Li-Chen Cheng & Chi-Lun Huang, 2020. "Exploring contextual factors from consumer reviews affecting movie sales: an opinion mining approach," Electronic Commerce Research, Springer, vol. 20(4), pages 807-832, December.
    3. Chou, Yuntsai & Lin, Wei, 2024. "Blockbuster or Flop? Effects of Social Media on the Chinese Film Market," 24th ITS Biennial Conference, Seoul 2024. New bottles for new wine: digital transformation demands new policies and strategies 302460, International Telecommunications Society (ITS).

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