TY - JOUR
T1 - The effects of eWOM volume and valence on product sales–an empirical examination of the movie industry
AU - Kim, Kacy
AU - Yoon, Sukki
AU - Choi, Yung Kyun
N1 - Publisher Copyright:
© 2018, © 2018 Advertising Association.
PY - 2019/4/3
Y1 - 2019/4/3
N2 - 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.
AB - 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.
KW - Advertising effectiveness
KW - eWOM
KW - social media
KW - valence
KW - volume
UR - http://www.scopus.com/inward/record.url?scp=85057309069&partnerID=8YFLogxK
U2 - 10.1080/02650487.2018.1535225
DO - 10.1080/02650487.2018.1535225
M3 - Article
AN - SCOPUS:85057309069
SN - 0265-0487
VL - 38
SP - 471
EP - 488
JO - International Journal of Advertising
JF - International Journal of Advertising
IS - 3
ER -