Citation

How EWOM Influences Group Size of Potential Film Viewers: The Case of Chinese Online Community

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Abstract:

Electronic word of mouth (EWOM) is especially significant to experience-based products such as films. This study examined the EWOM effects on the group size of potential film viewers together with the moderating effect of the film’s inherent nature empirically. Using a random sample of films (1895-2011, N = 564) from the database of a popular film-review websites in China, we found although the online community members were fond of new movies and award-winners, the EWOM factors still positively affect the potential box office. The number of comments online, rather than the raters, was effective to enhance the intention to view a film. Both the positive and negative feedback percentages would significantly affect the group size of potential film viewers. Those effects were moderated by a film’s release year, location and award-winning. The findings were valuable for cross-cultural online movie marketing and reexamining the interpersonal influence in the collectivism, high-context cultures.

Most Common Document Word Stems:

film (153), ewom (130), number (102), effect (88), consum (87), potenti (80), viewer (71), inform (60), onlin (55), product (44), comment (40), negat (38), communiti (36), posit (35), research (34), word (33), mouth (31), percentag (30), size (30), group (30), communic (29),
Convention
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Association:
Name: Association for Education in Journalism and Mass Communication
URL:
http://www.aejmc.org


Citation:
URL: http://citation.allacademic.com/meta/p668646_index.html
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MLA Citation:

Hao, Yuqian. and Liu, Yusi. "How EWOM Influences Group Size of Potential Film Viewers: The Case of Chinese Online Community" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Hotel, Washington DC, Aug 08, 2013 <Not Available>. 2018-08-30 <http://citation.allacademic.com/meta/p668646_index.html>

APA Citation:

Hao, Y. and Liu, Y. , 2013-08-08 "How EWOM Influences Group Size of Potential Film Viewers: The Case of Chinese Online Community" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Hotel, Washington DC Online <APPLICATION/PDF>. 2018-08-30 from http://citation.allacademic.com/meta/p668646_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Electronic word of mouth (EWOM) is especially significant to experience-based products such as films. This study examined the EWOM effects on the group size of potential film viewers together with the moderating effect of the film’s inherent nature empirically. Using a random sample of films (1895-2011, N = 564) from the database of a popular film-review websites in China, we found although the online community members were fond of new movies and award-winners, the EWOM factors still positively affect the potential box office. The number of comments online, rather than the raters, was effective to enhance the intention to view a film. Both the positive and negative feedback percentages would significantly affect the group size of potential film viewers. Those effects were moderated by a film’s release year, location and award-winning. The findings were valuable for cross-cultural online movie marketing and reexamining the interpersonal influence in the collectivism, high-context cultures.


Similar Titles:
“Understand a Fury in Your Words”: The Effects of Posting and Viewing Negative Online Word-of-Mouth on Consumers’ Purchase Behaviors


 
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