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.

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

Access Status

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Authors

Craig, C.

Greene, William

Versaci, A.

Date

2015

Type

Journal Article

Metadata

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Citation

Craig, C. and Greene, W. and Versaci, A. 2015. E-Word of Mouth: Early Predictor Of Audience Engagement How Pre-Release "E-WOM" Drives Box-Office Outcomes of Movies. Journal of Advertising Research. 55 (1): pp. 62-72.

Source Title

Journal of Advertising Research

DOI

10.2501/JAR-55-1-062-072

ISSN

0021-8499

School

School of Economics and Finance

URI

http://hdl.handle.net/20.500.11937/51520

Collection

Curtin Research Publications

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.