A Temporal Study of the Effects of Online Opinions: Information Sources Matter

41 Pages Posted: 22 May 2013  

Huang Jianxiong

Nanyang Technological University (NTU) - Nanyang Business School

Wai Fong Boh

Nanyang Technological University

Kim Huat Goh

Nanyang Technological University (NTU) - Nanyang Business School

Date Written: May 21, 2013

Abstract

This article examines how the sentiment embedded in online comments (i.e. valence) and the quantity of comments (i.e. volume) available on a movie influence the movie’s box office receipts. We tracked over 1500 sources of online expert and consumer reviews for cinematic movies released for an entire year and continuously monitored major social media sites (e.g. Twitter and Plurk) for comments. We text mined the comments to elucidate the sentiments and analyzed the data. We show that the persuasive effect of different online sources fluctuates as time evolves. Our findings suggest that online opinions are strong predictors of sales, but the different sources of online opinion are not equal in impacting product sales. Our research demonstrates that online opinions are not always persuasive and useful, and our findings provide insights into when consumers are likely to pay attention to online opinions.

Keywords: Social Media, Cinematic Movies, Information Processing

Suggested Citation

Jianxiong, Huang and Boh, Wai Fong and Goh, Kim Huat, A Temporal Study of the Effects of Online Opinions: Information Sources Matter (May 21, 2013). Available at SSRN: https://ssrn.com/abstract=2267658 or http://dx.doi.org/10.2139/ssrn.2267658

Huang Jianxiong

Nanyang Technological University (NTU) - Nanyang Business School ( email )

Singapore, 639798
Singapore

Wai Fong Boh (Contact Author)

Nanyang Technological University ( email )

S3 B2A-14 Nanyang Avenue
Singapore, 639798
Singapore

Kim Huat Goh

Nanyang Technological University (NTU) - Nanyang Business School ( email )

Singapore, 639798
Singapore

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