In this study, we draw upon literature on social influence to investigate the relationships between comments generated from online social media and product sales. Using a natural language processor, we measure the favourability (comments sentiments) as well as the visibility (volume of comments) of social media comments on the list of cinematic movie released for a year beginning in late 2010. Specifically, we study how favourability and visibility of these comments have an impact on daily product sales. We also explore if different types of social media platforms have differing impacts on product sales. The types of social media studied include expert reviews, blogs, forums, microblogs (e.g. Twitter) and network-based blogs (e.g. Facebook).


Social media, Cinematic movies, Online reviews, Regression analysis, Social influence


ISBN: [978-1-86435-644-1]; Doctoral consortium paper