Analyzing the Power of Non-Verbal Cues and Certainty Statements in Movie Reviews
(A2025-126378)

AUTHORS

Murat KANTAR, Pamukkale University; Umut Konus, University of Amsterdam - Amsterdam Business School

ABSTRACT

The aim of this research is to examine the impact of non-verbal elements and certainty statements in consumer reviews on demand. In order to do that, we collected movie box office data from the-numbers.com and comments from YouTube. Sentiment analysis was done by The Lexical Suite and non-verbal parts were analyzed by PARA. Generalized Method of Moments (GMM) models were utilized as the estimation method. Estimation results show . Also, results reveal that volume, valence, and number of negative and mixed-neutral reviews positively influence the box office revenue.