Could the movie be cute? Understanding the user-generated word-of-mouth by implementing text mining analysis on the movie market

On the movie market, the user-generated word-of-mouth (WOM) impacts on the box office revenue and the span of the life-cycle of a film production. This article raises the question to what extent text mining can be useful tool in the process of understanding the consumers' experience and the evaluation of movie WOM. The results of the presented empirical study suggest that a text mining analysis of film reviews can offer both valuable insight about the viewer's vocabulary which indicates how consumers think about the movie, and insight about the general WOM valence. The managerial implication of the study is related mostly to the film promotion. In this article, the empirical study is presented within the broader context of other possible methods aimed at evaluating movie WOM.