The effects of eWOM volume and valence on product sales–an empirical examination of the movie industry

Kacy Kim, Sukki Yoon, Yung Kyun Choi

Research output: Contribution to journalArticlepeer-review

54 Scopus citations

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.

Original languageEnglish
Pages (from-to)471-488
Number of pages18
JournalInternational Journal of Advertising
Volume38
Issue number3
DOIs
StatePublished - 3 Apr 2019

Keywords

  • Advertising effectiveness
  • eWOM
  • social media
  • valence
  • volume

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