Sentiment deviations in responses to movie trailers across social media platforms

Ye Hu (), Ming Chen () and Sam Hui ()
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Ye Hu: University of Houston
Ming Chen: University of North Carolina at Charlotte
Sam Hui: University of Houston

Marketing Letters, 2023, vol. 34, issue 3, No 9, 463-481

Abstract: Abstract Social media listening has become an integral part of many companies marketing strategies. Using a unique dataset of social media comments to 413 movie trailers, we document the systematic differences in sentiments expressed on Facebook and YouTube. First, Facebook comments are less likely to involve sentiments. Second, when sentiments are expressed, Facebook comments tend to be more positive than those on YouTube. Third, on both platforms, comments are more likely to express sentiments after a movie’s release than before it. Furthermore, the sentiment gap between Facebook and YouTube diminishes after a movie’s release. We propose a behavioral explanation for our findings based on network structure and social desirability bias and test our hypothesis with an experiment. Finally, we demonstrate that cross-platform sentiment divergence is significantly associated with box office revenue.

Keywords: Social media listening; Sentiment analysis; Movie trailers (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s11002-022-09656-1

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