This paper examines the effect of social media, specifically engagement rates for Facebook, Instagram, and Twitter on box office revenue. Larger engagement rates lead to greater brand awareness, word of mouth marketing, and better relationships with customers and so we believe engagement rates can be an effective metric to help predict box office performance. We calculated Pearson correlation coefficients for daily engagement rates across the aforementioned platforms and daily domestic box office for 12 films released between February and March 2020. The results indicate that there exists a positive correlation between social media engagement rates and box office revenues for all three social media platforms being studied, of which Instagram had the strongest correlation.
Name of Student
Kimberly De Jesus