The power of the “like” button: The impact of social media on box office

The mainstream research of social factors and box office performance has concentrated on post-consumption opinion mining and sentiment analysis, which are difficult to operationalize to the benefits of the industry practitioners whose objective is to maximize box office sales. In this study, we propose the Facebook “like” as an effective social marketing tool before the release of movies for several reasons. Firstly, people's prerelease “liking”...