How the Marketplace of Communities on Social Media Affects Performance: TV Shows and their Twitter Presence

47 Pages Posted: 4 May 2017 Last revised: 29 Mar 2021

See all articles by Anil R Doshi

Anil R Doshi

University College London - School of Management

Tobias Kretschmer

Ludwig Maximilian University of Munich (LMU) - Faculty of Business Administration (Munich School of Management); Centre for Economic Policy Research (CEPR)

Shiladitya Ray

Independent

Date Written: March 1, 2021

Abstract

We study the implications of growth in social media communities built around an organization or its products on performance. Using follower communities of television shows on Twitter and Nielsen viewership ratings as a performance measure to test our theory, we find that doubling the number of new members of the show's community is associated with a ratings increase between 1.2% and 9.8%. The effect is more pronounced for products that engender a higher intensity of interest; among those products the value is higher when the community size is smaller. For products that engender lower intensities of interest, the value of new members is higher when the community size is larger. Our results suggest that social media communities add value beyond levels of interaction and buzz around a product.

Keywords: social media, communities, intensity of interest, digital platforms

Suggested Citation

Doshi, Anil Rajnikant and Kretschmer, Tobias and Ray, Shiladitya, How the Marketplace of Communities on Social Media Affects Performance: TV Shows and their Twitter Presence (March 1, 2021). Available at SSRN: https://ssrn.com/abstract=2962956 or http://dx.doi.org/10.2139/ssrn.2962956

Anil Rajnikant Doshi (Contact Author)

University College London - School of Management ( email )

Level 38
1 Canada Square
London, E14 5AA
United Kingdom

HOME PAGE: http://mgmt.ucl.ac.uk/

Tobias Kretschmer

Ludwig Maximilian University of Munich (LMU) - Faculty of Business Administration (Munich School of Management) ( email )

Kaulbachstr. 45
Munich, DE 80539
Germany

Centre for Economic Policy Research (CEPR) ( email )

London
United Kingdom

Shiladitya Ray

Independent ( email )

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