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Conditions in Prerelease Movie Trailers For Stimulating Positive Word of Mouth

A Conceptual Model Demonstrates the Importance Of Understanding as a Factor for Engagement

Chris Archer-Brown, Julia Kampani, Ben Marder, Anjali S. Bal, Jan Kietzmann
DOI: 10.2501/JAR-2017-023 Published 1 June 2017
Chris Archer-Brown
School of Management, University of Bath, Claverton Down, Bath, United Kingdom,
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  • For correspondence: c.j.archer-brown@bath.ac.uk
Julia Kampani
School of Management, University of Bath, Claverton Down, Bath, United Kingdom,
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  • For correspondence: juliakampani@gmail.com
Ben Marder
University of Edinburgh Business School, Edinburgh, United Kingdom,
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  • For correspondence: Ben.Marder@ed.ac.uk
Anjali S. Bal
Babson College, Wellesley, MA,
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  • For correspondence: abal@babson.edu
Jan Kietzmann
Simon Fraser University, Vancouver, British Columbia, Canada,
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  • For correspondence: jan_kietzmann@sfu.ca
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ABSTRACT

Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres. When viewers perceive greater understanding of the movie from the trailer, the prospect of liking it is significantly increased. This leads to a substantial increase in viewers' intent to generate WOM and, ultimately, their willingness to pay to see the movie. These novel findings lead to practical implications for studios hoping to stimulate consumer interest, with wider contributions to advertising theory.

  • © Copyright 2017 The ARF. All rights reserved.
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Vol 57 Issue 2

Journal of Advertising Research: 57 (2)
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Conditions in Prerelease Movie Trailers For Stimulating Positive Word of Mouth
Chris Archer-Brown, Julia Kampani, Ben Marder, Anjali S. Bal, Jan Kietzmann
Journal of Advertising Research Jun 2017, 57 (2) 159-172; DOI: 10.2501/JAR-2017-023

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Conditions in Prerelease Movie Trailers For Stimulating Positive Word of Mouth
Chris Archer-Brown, Julia Kampani, Ben Marder, Anjali S. Bal, Jan Kietzmann
Journal of Advertising Research Jun 2017, 57 (2) 159-172; DOI: 10.2501/JAR-2017-023
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  • Article
    • ABSTRACT
    • MANAGEMENT SLANT
    • INTRODUCTION
    • WOM IN THE MOVIE INDUSTRY
    • MOVIE TRAILERS BACKGROUND
    • HYPOTHESIS DEVELOPMENT
    • METHODOlOGY
    • RESULTS
    • DISCUSSION AND CONCLUSION
    • IMPLICATIONS
    • LIMITATIONS AND FUTURE RESEARCH
    • ABOUT THE AUTHORS
    • Footnotes
    • REFERENCES
  • Figures & Data
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Topics

  • Social media and influencers
  • Tweet Widget
  • Facebook Like
  • Google Plus One

More in this TOC Section

  • The Impact of Word of Mouth via Twitter On Moviegoers' Decisions and Film Revenues
  • Why Online Word-of-Mouth Measures Cannot Predict Brand Outcomes Offline
Show more What We Know About Word Of Mouth

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