E-word of mouth: early predictor of audience engagement: how pre-release "E-WOM" drives box-office outcomes of movies

C Samuel Craig; William Greene; Anthony Versaci

doi:10.2501/JAR-55-1-062-072

E-word of mouth: early predictor of audience engagement: how pre-release "E-WOM" drives box-office outcomes of movies

C Samuel Craig, William Greene, Anthony Versaci

Research output: Contribution to journal › Article › Research › peer-review

Abstract

Word of mouth (WOM) is a potent force that can influence the success or failure of new products or services. Its power is amplified and intensified across diverse online and social-media platforms. Such “e-buzz” about movies is a prime example: Can electronic WOM (e-WOM) that takes place prior to a film's release provide an early indication of success? Replicating earlier studies in which a film's budget and a sequel were strong predictors of opening weekend revenues, the current study added to the equation online buzz variables expressing awareness and purchase intention and examined factors that contributed to higher levels of e-WOM.

Original language	English
Pages (from-to)	62-72
Number of pages	11
Journal	Journal of Advertising Research
Volume	55
Issue number	1
DOIs	https://doi.org/10.2501/JAR-55-1-062-072
Publication status	Published - 2015
Externally published	Yes

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10.2501/JAR-55-1-062-072

Cite this

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abstract = "Word of mouth (WOM) is a potent force that can influence the success or failure of new products or services. Its power is amplified and intensified across diverse online and social-media platforms. Such “e-buzz” about movies is a prime example: Can electronic WOM (e-WOM) that takes place prior to a film's release provide an early indication of success? Replicating earlier studies in which a film's budget and a sequel were strong predictors of opening weekend revenues, the current study added to the equation online buzz variables expressing awareness and purchase intention and examined factors that contributed to higher levels of e-WOM.",

author = "Craig, {C Samuel} and William Greene and Anthony Versaci",

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DO - 10.2501/JAR-55-1-062-072

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