September 2019
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1,312 Reads
Social media is seen as a platform where people freely express their opinions about any matter, thus, generating a massive amount of user-generated content. Twitter undoubtedly has held its firm position among all social networking sites with an exponential number of users every year. Many studies were carried out by investigating the power of Twitter data in the health care industry, politics, sports, and music industry. Over the last five years, the music industry has experienced a shift in the way people listen to music since the introduction of online streaming music. Music lovers are prone to interact with their favorite songs and artists through social media, which provides enormous troves of insight not on just individual song and artists but also on how music consumers perceive any song. Therefore, many kinds of research have been carried out to investigate the impact of Twitter on forecasting songs revenue. However, there are only two studies that aimed to explore the predictive power of Twitter to song performance. This paper shed some light on this little-recognized topic by evaluating Twitter data in forecasting song popularity, which is demonstrated via the Billboard Top 100 chart. The results indicated that while Twitter data can be utilized as a predictor of song popularity, incorporating Twitter and Billboard information (number of weeks the songs presented in the chart) enhance chart prediction than sole Twitter data. Findings of this study are beneficial to the music industry to discover song performance by real-live update trends on social media in order to propose an appropriate strategy for hit and non-hit songs.