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The effects of eWOM volume and valence on product sales - an empirical examination of the movie industry
- Authors
- Kim, Kacy; Yoon, Sukki; Choi, Yung Kyun
- Issue Date
- 3-Apr-2019
- Publisher
- ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
- Keywords
- Advertising effectiveness; social media; eWOM; volume; valence
- Citation
- INTERNATIONAL JOURNAL OF ADVERTISING, v.38, no.3, pp 471 - 488
- Pages
- 18
- Indexed
- SSCI
SCOPUS
- Journal Title
- INTERNATIONAL JOURNAL OF ADVERTISING
- Volume
- 38
- Number
- 3
- Start Page
- 471
- End Page
- 488
- ISSN
- 0265-0487
1759-3948
- Abstract
- The present research examines how quantitative and qualitative aspects - volume and valence - of eWOM on various social media platforms in the movie industry, along with other forms of marketing communications (e.g. advertising expenditure), predict box office and DVD sales for pre- and post-periods of movie releases. The analysis of aggregated big data from multiple sources - 65,665,859 social media postings from blogs, forums, news, and Twitter, Nielsen's ad expenditure data, and Rotten Tomatoes ratings for 170 movies-revealed that the explanatory power of the model for box office revenue and DVD sales mostly comes from the volume, rather than valence, of eWOM.
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Related Researcher
- Choi, Yung Kyun
- College of the Social Science (Department of Advertising and Public Relations)