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"Twitter effect" is no Hollywood myth

Dr Caroline Wiertz, Reader in Marketing discusses her study showing how Twitter can influence whether a movie is a box office hit or miss.

With social media becoming a key part of many people's live it is no wonder it has the power to influence our opinions and choices.

In this week's Cass Talks Dr Caroline Wiertz, Reader in Marketing discusses the effect social media has on the opening weekends of movie releases.

She has found that Twitter messages sent by cinema-goers to their network of followers can influence whether a movie becomes a box office hit or miss in the opening weekend.

The findings come from a study by Cass Business School and the University of Muenster, in Germany, which looked at how microblogging word of mouth is transforming consumer behaviour and the success of newly-launched products.

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