PT  - JOURNAL ARTICLE
AU  - C. Samuel Craig
AU  - William H. Greene
AU  - Anthony Versaci
TI  - E-Word of Mouth: Early Predictor Of Audience Engagement
AID  - 10.2501/JAR-55-1-062-072
DP  - 2015 Mar 01
TA  - Journal of Advertising Research
PG  - 62--72
VI  - 55
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/55/1/62.short
4100  - http://www.journalofadvertisingresearch.com/content/55/1/62.full
SO  - J Advert Res2015 Mar 01; 55
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.