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Which direction will electronic word-of-mouth (eWOM) choose? Dance drama eWOM's spatiotemporal characteristics and influencing factors

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  • Liao, Junfeng
  • Yang, Lin
  • Wang, Na

Abstract

Compared with movie electronic word-of-mouth (eWOM) with concentration, retail eWOM with continuity, and accommodation eWOM with locality, dance drama eWOM is specific to time and space because of the performance of offline single-threaded touring. Dance drama is associated with a special cultural output function, with a focus on potential development value rather than apparent sales revenue. To explore the eWOM generated by dance dramas with specific spatiotemporal characteristics, two vector autoregressive models for megacities and other cities are developed based on the online review data of the representative dance drama The Journey of a Legendary Landscape Painting, and the dynamic relationships among eWOM reviewer characteristics, rating characteristics, and online buzz are investigated. The results of the study show that in terms of spatial characteristics, dance drama eWOM displays significant differences across different city types, and the relationships among eWOM reviewer characteristics, rating characteristics, and online buzz are causally inverted in megacities and other cities. In terms of temporal characteristics, dance drama eWOM exhibits long-term an fluctuating characteristics, and the cycle of dance drama eWOM spans approximately 10 months. In terms of spatiotemporal joint characteristics, the spatial distributions of dance drama eWOM and dance drama background culture remain consistent. Specifically, the eWOM for The Journey of a Legendary Landscape Painting moves from south to north, but for the Spring Festival, Gala eWOM moves from east to west.

Suggested Citation

  • Liao, Junfeng & Yang, Lin & Wang, Na, 2025. "Which direction will electronic word-of-mouth (eWOM) choose? Dance drama eWOM's spatiotemporal characteristics and influencing factors," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
    • Handle: RePEc:eee:joreco:v:82:y:2025:i:c:s0969698924004181
    DOI: 10.1016/j.jretconser.2024.104122
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