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Word of mouth for movies: its dynamics and impact on box pffice revenue
This article uses actual word-of-mouth (WOM) information to examine the dynamic patterns of WOM and how it helps explain the box office revenue. The WOM data were collected from the Yahoo Movies Web site. The results show that WOM activities are the most active during prerelease and the opening week and that movie audiences tend to hold relatively high expectations before release but become more critical in the opening week. More important, WOM information offers significant exploratory power for both aggregate and weekly box office revenue, especially in the early weeks after a movie opens. However, most of this explanatory power comes from the volume of WOM and not from its valence, as measured by the percentages of positive and negative messages.Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Statistical analysis Market research Motion picture industry Word of mouth advertising studies |
| ISBN/ISSN | 222429 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |