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Abstract This research explores how user‐generated content (UGC) influences the performance of studios. Our dataset included both structured and unstructured UGC, analyzed through a hybrid of statistical techniques and machine learning algorithms. The findings revealed a positive relationship between UGC and both box office revenues and stock market performance. Additionally, classical machine learning methods demonstrated exceptional capabilities in accurately classifying the data. The insights from this study offer valuable marketing strategies for studio marketing managers and studio executives in leveraging social networks effectively.
Yang Liu (Tue,) studied this question.
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