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- W3201501248 abstract "Purpose The purpose of this study is to analyze the effect on movie performance of the breadth and depth of consumer groups targeted by movies and to analyze the ways in which electronic word-of-mouth (eWOM) mediates these relationships. Design/methodology/approach For empirical analysis, 45 days of sales and eWOM data for 63 movies released in Korea in 2017 were collected, and a panel regression analysis was conducted on a total of 2,835 data items. In addition, the analysis was rigorously verified through three robustness tests. Findings The breadth and depth of consumer groups targeted by movies have a non-linear relationship with sales, and this relationship is mediated by the eWOM performance of social media websites. In addition, eWOM performance has a non-linear relationship with sales, and these effects differ depending on the type of eWOM platform involved. Originality/value The effects of the breadth and depth of the consumer groups targeted by movies on eWOM performance and movie performance have not been sufficiently investigated. This paper expands on previous studies that reported a linear relationship between eWOM and sales by finding that the effects of consumer group breadth and depth on sales are not linear in terms of the mediation of eWOM performance. In addition, a new research direction is suggested by conceptualizing consumer group breadth and depth using eWOM data, on which basis the new concept of eWOM-to-viewing ratio (eWOM ratio) is proposed." @default.
- W3201501248 created "2021-09-27" @default.
- W3201501248 creator A5009835808 @default.
- W3201501248 creator A5028565936 @default.
- W3201501248 creator A5088629652 @default.
- W3201501248 date "2021-09-16" @default.
- W3201501248 modified "2023-09-26" @default.
- W3201501248 title "The effect of consumer group breadth and depth on movie sales: the mediating effect of eWOM-to-viewing ratio" @default.
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- W3201501248 doi "https://doi.org/10.1108/apjml-08-2020-0560" @default.
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