RT Journal Article
SR Electronic
T1 E-Word of Mouth: Early Predictor Of Audience Engagement
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 62
OP 72
DO 10.2501/JAR-55-1-062-072
VO 55
IS 1
A1 C. Samuel Craig
A1 William H. Greene
A1 Anthony Versaci
YR 2015
UL http://www.journalofadvertisingresearch.com/content/55/1/62.abstract
AB 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.