Effects of Spoiler on the Attraction of Forthcoming Web Series and Viewership
Shaista Tariq,
Saad Akhtar,
Faria
et al.
Abstract:This study investigates the intricate relationships among spoilers (SP), word of mouth (WOM), genre (GEN), viewer engagement (VE), producer response (PR), advertising (AD), and viewership (VS) within the entertainment industry. Utilizing SmartPLS 4.0 for data analysis, we examined fourteen hypotheses through a cross-sectional, survey-based methodology with a sample size of 425 participants. Results reveal that SP and WOM significantly impact VE and PR, highlighting their importance in shaping viewer experience… Show more
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