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Julianne Treme and Zoe VanDerPloeg
''The Twitter Effect: Social Media Usage as a Contributor to Movie Success''
( 2014, Vol. 34 No.2 )
This paper examines whether an online social media presence affects box office revenues in both domestic and foreign markets using a star's Twitter account as a measure of star power. The results suggest that there is a negative social media effect on box office performance in foreign markets, as a Twitter presence decreased revenues by an average of approximately $30 million. Moviegoers seem disinclined to see movies in theaters featuring female stars that are active in social media, suggesting that special care should be exercised when selecting female leads. Studios should take into account not just an actress's professional accomplishments, but also their overall presence and popularity as a public figure on social media.
Keywords: Twitter, Social Media, Movies, Box Office, Star Power, Popular Media, Gender, Culture
JEL: L8 - Industry Studies: Services: General
M3 - Marketing and Advertising: General
Manuscript Received : Dec 10 2013 Manuscript Accepted : Apr 23 2014

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