Social Media micro-blogging networks such as Twitter is transforming the way Online Word-of-Mouth (WOM) is disseminated and consumed in the digital world.
In the present study, it is researched whether and how Twitter is influential as a WOM communication tool. In this study, Twitter social behaviour for the Hollywood movies is assessed across seven countries to validate the three basic blocks of the honeycomb model – sharing, conversation and reputation. Twitter behaviour and sentiments were studied for 30 movies in 22 different cities of seven countries with total tweets of 11.17 million tweets. To predict sentiments, a sentiment analyser using Naïve Bayes, MaxEnt and SVM machine learning techniques was developed. Prediction of sentiments was achieved with an accuracy of 90% for a Unigram language model in a 10-fold experiment.