Social networks are becoming more and more important promotion platforms for TV series. We research on the actors' promotion microbloggings of TV series. Some indexes are put forward to measure the influence of microbloggings and topic hotness. Pearson correlation coefficient and maximal information coefficient are used to verify the correlation between them. In addition, some measurements are provided on actors' promotion behaviors. Then actors' promotion behaviors are classified into ten promotion strategies by three promotion patterns including promotion period, promotion time and interaction mode. Afterwards, we use the propensity score matching method to evaluate the promotion effects for each promotion strategy. Further more, t-test is used to check the significance of the promotion effects. In the end, the balance diagnostics are taken to assess that the model has been adequately specified. So efficient promotion strategies are identified accurately.
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