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Keywords: Box office
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Journal Articles
Journal:
Internet Research
Internet Research (2020) 30 (5): 1565–1581.
Published: 03 July 2020
... the effects among marketing messages, consumer engagement and movie ticket sales. Findings The results indicated that marketing messages on Weibo had a positive effect on box office revenues, while consumer engagement behavior (whether personal or interactive) did not affect box office revenues...
