Do Critical Reviews Affect Box Office Revenues Through Community Engagement and User Reviews?

With advances in technology and the popularity of the Internet, consumers increasingly rely on various sources of electronic word-of-mouth (eWOM), such as online user reviews and critical reviews, in their decision-making processes. Despite general consensus on the importance of eWOM and the ability of critical reviews to influence product sales, very little is known about the mediation between critical reviews and user reviews. Therefore, we used path analysis to examine how critical reviews and user reviews simultaneously affect box office revenues using eWOM data collected from and , and box office revenue information collected from . The results showed that critical reviews valence not only directly affects box office revenues but also increases active postings in the community and user reviews volume, thus indirectly leading to greater box office revenues. The study provides strategic guidance and practical implications for eWOM communication management.

Automated summary

This study used path analysis to examine the influence of critical reviews and user reviews on box office revenues. The results showed that the valence of critical reviews not only directly affects box office revenues, but also indirectly leads to greater box office revenues by increasing active postings in the community and user reviews volume.