How to Promote TV Series? Evaluating Actors' Behavior on Social Media

摘要

While social networks have become primary promotion platforms for TV series, it's crucial to provide reliable measurements of promotion effectiveness for actors, which can guide them to select better promotion strategies when they post microblogs. In this article, influence indexes are proposed to measure the influence of microblogs, and some measurements on actors' microblogs also indicate and reveal some useful patterns in their promotion behaviors. Then a propensity score matching method is applied to these data to identify effective promotion strategies at two promotion periods. In experiments, the proposed model is shown to be significant by t-test evaluation and the model is demonstrated to be adequately specified by balance diagnostics. With this application of microblog data, the causal effects between promotion strategies and promotion results can be assessed, and appropriate promotion strategies can be chosen to achieve maximum publicity.