TY - JOUR T1 - E-Word of Mouth: Early Predictor Of Audience Engagement JF - Journal of Advertising Research JO - J Advert Res SP - 62 LP - 72 DO - 10.2501/JAR-55-1-062-072 VL - 55 IS - 1 AU - C. Samuel Craig AU - William H. Greene AU - Anthony Versaci Y1 - 2015/03/01 UR - http://www.journalofadvertisingresearch.com/content/55/1/62.abstract N2 - 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. ER -