Journal
JOURNAL OF ADVERTISING RESEARCH
Volume 55, Issue 1, Pages 62-72Publisher
ADVERTISING RESEARCH FOUNDATION
DOI: 10.2501/JAR-55-1-062-072
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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.
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