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Examining the role of the marketing activity and eWOM in the movie diffusion: the decomposition perspective

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  • Hailin Zhang

    (Yonsei University)

  • Xina Yuan

    (Xiamen University)

  • Tae Ho Song

    (Pusan National University)

Abstract

Advertising as a direct marketing activity as well as word-of-mouth (WOM) as an indirect marketing activity are widely accepted as the most influential determinants of new product performance. Although electronic WOM (eWOM), as a type of WOM, has recently been studied extensively in various industries, previous results appear mixed due to their characteristics such as volume and valence. To bridge the gap regarding the roles of advertising and eWOM in the movie diffusion process, they were classified into pre-eWOM/advertising and post-eWOM/advertising based on two stages of the diffusion process. To reflect the heterogeneity of consumption characteristics on a new product, consumers were divided into two groups—innovators and imitators. This study proposed a model to investigate the role of advertising and eWOM in the movie diffusion process. In addition, the proposed model was used to analyze the impact of firm-initiated advertising and user-generated online reviews on movie performance in Korea.

Suggested Citation

  • Hailin Zhang & Xina Yuan & Tae Ho Song, 2020. "Examining the role of the marketing activity and eWOM in the movie diffusion: the decomposition perspective," Electronic Commerce Research, Springer, vol. 20(3), pages 589-608, September.
    • Handle: RePEc:spr:elcore:v:20:y:2020:i:3:d:10.1007_s10660-020-09423-2
    DOI: 10.1007/s10660-020-09423-2
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    2. Hoon S. Choi & Michele Maasberg, 2022. "An empirical analysis of experienced reviewers in online communities: what, how, and why to review," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1293-1310, September.
    3. Yanwu Yang & Baozhu Feng & Joni Salminen & Bernard J. Jansen, 2022. "Optimal advertising for a generalized Vidale–Wolfe response model," Electronic Commerce Research, Springer, vol. 22(4), pages 1275-1305, December.
    4. Delre, Sebastiano A. & Luffarelli, Jonathan, 2023. "Consumer reviews and product life cycle: On the temporal dynamics of electronic word of mouth on movie box office," Journal of Business Research, Elsevier, vol. 156(C).
    5. Kuang, Di & Ma, Baolong & Wang, Hong, 2022. "The relative impact of advertising and referral reward programs on the post-consumption evaluations in the context of service failure," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).

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