The impact of atmospherics on WOM about short life-cycle products: the case of motion pictures

Abstract

Purpose This paper aims to empirically examine how atmospherics affect word of mouth (WOM) about the brand. The authors focus primarily on uncovering the causal mechanism in which such effect is serially mediated by both perceived positive emotions evoked by atmospherics and attitude toward the brand. Design/methodology/approach To test the research hypotheses, 314 Greek moviegoers were drafted to participate in a survey. Data were analysed using confirmatory factor analysis (AMOS) and the SPSS macro (PROCESS tool). The model was applied to motion pictures, as they provide a particularly good example of short life-cycle products. Findings Findings indicate that atmospherics are related to WOM about the brand through perceived emotions evoked by atmospherics and, in turn, attitude toward the brand. Research limitations/implications The present study extends the relevant literature by providing both direct and indirect links between atmospherics and WOM about a brand. Practical implications The model of the present study could be applied to other short life-cycle products that share key characteristics with motion pictures. Moreover, the present study increases movie producers and exhibitors’ understanding of the effects of theatre atmospherics on WOM about the movie and leads to practical suggestions and implications. Originality/value WOM is one of the key variables that can affect the profitability of short life-cycle products. To date, there was no evidence that atmospherics can influence WOM about a short life-cycle product.

The relationship of brand attachment and mobile banking service quality with positive word-of-mouth

“…In a mobile service context, some studies have highlighted factors influencing WOM such as satisfaction and trust (Suariedewi and Suprapti, 2020). Nevertheless, there is a dearth of research that examines the effects of mobile app characteristics such as service quality, on postadoption behavior such as WOM (Hatzithomas et al, 2018). Mobile service quality (MSQ) remains an essential factor of differentiation (Wang et al, 2019) and ensures the brand's long-term success (Huang et al, 2015).…”

Retail atmospherics in times of disruption: a PLS modeling approach of the role of emotions in a pharmacy environment

“…In the majority of these studies, it has been verified that attractive physical environments and design features can enhance consumers' shopping experience (Wolfinbarger and Gilly, 2003;Triantafillidou et al, 2017). In addition, a number of studies have examined the effect of specific environmental variables on consumers' emotions (Loureiro et al, 2013;Elmashhara and Soares, 2020), attachment (Xu and Gursoy, 2020) and loyalty (Bitner, 1992;Donovan et al, 1994;Spies et al, 1997;Hatzithomas et al, 2018;McColgun et al, 2018).…”

Testing the effects of reputation, value congruence and brand identity on word-of-mouth intentions

“…As Brown et al (2007) explained, "WOM can convert lower purchase cognition and affect into higher purchase cognition and affect, subsequently leading to committed behaviors" (p. 4). In addition, previous studies have examined the antecedents of WOM such as how social influence of the recommenders affects the credibility and reliability of WOM recommendations (Pongjit and Beise-Zee, 2015); the positive association that WOM has with consumers' satisfaction, loyalty, and commitment to the company (Harrison-walker, 2001;Brown et al, 2005); and the buying environment (i.e., atmospherics) that affects WOM and purchase intentions (Hatzithomas et al, 2018).…”