E-Word of Mouth: Early Predictor Of Audience Engagement How Pre-Release "E-WOM" Drives Box-Office Outcomes of Movies
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...
| Main Authors: | , , |
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| Format: | Journal Article |
| Published: |
World Advertising Research Center
2015
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| Online Access: | http://hdl.handle.net/20.500.11937/51520 |
| _version_ | 1848758719139020800 |
|---|---|
| author | Craig, C. Greene, William Versaci, A. |
| author_facet | Craig, C. Greene, William Versaci, A. |
| author_sort | Craig, C. |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T09:48:27Z |
| format | Journal Article |
| id | curtin-20.500.11937-51520 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T09:48:27Z |
| publishDate | 2015 |
| publisher | World Advertising Research Center |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-515202017-09-13T15:43:30Z E-Word of Mouth: Early Predictor Of Audience Engagement How Pre-Release "E-WOM" Drives Box-Office Outcomes of Movies Craig, C. Greene, William Versaci, A. 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. 2015 Journal Article http://hdl.handle.net/20.500.11937/51520 10.2501/JAR-55-1-062-072 World Advertising Research Center restricted |
| spellingShingle | Craig, C. Greene, William Versaci, A. E-Word of Mouth: Early Predictor Of Audience Engagement How Pre-Release "E-WOM" Drives Box-Office Outcomes of Movies |
| title | E-Word of Mouth: Early Predictor Of Audience Engagement How Pre-Release "E-WOM" Drives Box-Office Outcomes of Movies |
| title_full | E-Word of Mouth: Early Predictor Of Audience Engagement How Pre-Release "E-WOM" Drives Box-Office Outcomes of Movies |
| title_fullStr | E-Word of Mouth: Early Predictor Of Audience Engagement How Pre-Release "E-WOM" Drives Box-Office Outcomes of Movies |
| title_full_unstemmed | E-Word of Mouth: Early Predictor Of Audience Engagement How Pre-Release "E-WOM" Drives Box-Office Outcomes of Movies |
| title_short | E-Word of Mouth: Early Predictor Of Audience Engagement How Pre-Release "E-WOM" Drives Box-Office Outcomes of Movies |
| title_sort | e-word of mouth: early predictor of audience engagement how pre-release "e-wom" drives box-office outcomes of movies |
| url | http://hdl.handle.net/20.500.11937/51520 |