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 |
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