Online media coverage, consumer engagement and movie sales: A PVAR approach Abstract   The advent of new media, such as Google, Twitter, and Facebook, has offered the movie industry new opportunities to market movies and increase sales. In this study, we investigate the relationship between online media activities and movie sales. In particular, this paper examines how media coverage (online news and social media posts) and consumer engagement (information search and reading) affect the sales of original movies and sequels in the opening week. By applying the panel vector autoregression (PVAR) method, we found that online news, social media posts, and information reading were positively related to future sales of originals and sequels, while information search was not a significant predictor of movie sales for originals. Media coverage had a stronger and more durable marketing effect on the sales of originals, and consumer engagement had a stronger effect on the sales of sequels. Compared with social media posts, online news had a higher promoting effect on consumer engagement for sequels. Further, online media coverage and consumer engagement also had mutual effects on each other. This study suggests that managers of movie studios and theaters should apply different channel strategies and allocate different resources for originals and sequels.

Examining the Relationship between Social Media Analytics Practices and Business Performance in the Indian Retail and IT Industries: The Mediation Role of Customer Engagement Abstract   Social media analytics (SMA) is a dynamic field which has received considerable attention from both academics and management practitioners alike. A significant number of the scholarly research currently being conducted in SMA, however, is conceptual. Industry experts know that SMA creates new opportunities for organisations who want to more strongly engage with their customers and improve business performance. However, the relationship between social media analytic practices (SMAP), customer engagement (CE), and business performance (BP) has not yet been sufficiently investigated from an empirical perspective. In order to gain a better understanding of the relationship between SMAP and BP and the mediation role of CE in that process, a largescale survey was conducted among senior and midlevel managers as well as consultants in the Retail and information technology (IT) industries in India. Specifically, a structured closedended questionnaire was administered to managers and management consultants countrywide and gathered usable responses from 281 respondents holding positions such as: Digital Marketing ExecutiveDigital Marketing Specialist, Management Consultant, Analytics Manager, Customer Relationship Manager, Marketing Director, Engagement Manager, etc. who were in charge of digital marketing strategies in the respondent retail and IT organisations. The questionnaire addressed issues related to the way in which SMAP contribute to an enhanced business performance through the mediation role of customer engagement. Structural Equation Modelling was employed to analyse the received empirical data. On the basis of the findings our research concludes that there is a significant positive relationship between SMAP and BP mediated by CE in the Indian retail and IT industries.