Quantitative Research | University of Southern California
Analyzing TikTok’s Impact on Movie Box Office Revenue
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Methods: Quantitative
Archival Data Collection
Quantitative Statistical Analysis through SPSS
Presented to Enact Insights Market Research Firm
Research Objectives:
Replicate and modernize Yong Liu’s 2006 study about eWOM in Yahoo Movies for TikTok
Provide actionable insights for TIkTok to enhance the movi be experience for users
Key Insights:
Contrary to popular believe, volume of posts correlate with higher box office sale than positive sentiment of movie reviews
Tiktok has the opportunity to partner with movie studios and collaborate with creators to create an engaging movie forum