How the Word-Of-Mouth Works

Researchers have analyzed social media measures from the well-known microblogging Twitter and movie box-office data from "boxofficemojo to check how word of mouth affects marketing. Chong Oh, Assistant Professor of Computer Information Systems at Eastern Michigan University, in Ypsilanti, Michigan, USA, found that not only does activity on Twitter, which is a surrogate for, or the online equivalent of actual word-of-mouth chatter, has a direct positive effect on ...

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