The Impact of Word of Mouth via Twitter On Moviegoers' Decisions and Film Revenues

Yoon, Young‐Gi; Polpanumas, Charin; Park, Young Joon

doi:10.2501/jar-2017-022

Cited by 36 publications

(9 citation statements)

References 44 publications

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“…Under normal circumstances, making an investment decision is a high-risk business endeavour; consequently, one needs sufficient information before making a choice that is rational. Prospect theory is a behavioural economic theory that describes how individuals choose between risky probabilistic options when the probabilities of the outcomes are known (Yoon et al, 2017). Therefore, based on the theoretical perspectives of other previous studies that have applied the prospect theory in researching WOM in different contexts (Amani, 2022a;Ismail, 2022b;Park and Chang, 2022;Yoon et al, 2017;Zhang et al, 2020), the theory is relevant to the current study as the decision to bid on a contract is hypothesised to be one fraught with risks for SME suppliers.…”

Section: Review Of Literature and Hypotheses Development 21 Prospect ...mentioning

confidence: 99%

Thank you for sharing! Unravelling the perceived usefulness of word of mouth in public procurement for small and medium enterprises

Ismail

Changalima

2022

MANM

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PurposeOver time, the concept of word of mouth (WOM) has spread beyond marketing into other disciplines. This is because WOM is important in decision-making at both the individual and organisational levels. Also, people are more likely to trust recommendations from their peers than those from companies. Therefore, the purpose of this study is to investigate the perceived usefulness of WOM messages for small and medium-sized enterprise (SME) suppliers in participating in Tanzanian public procurement opportunities.Design/methodology/approachThe study collected cross-sectional data from 214 SME suppliers who supply common use items to public procuring organisations in Dodoma City, Tanzania. Structural equation modelling was used to test the direct relationships between study variables, and Hayes' PROCESS macro was used to test for the indirect effect of WOM message delivery on WOM attributes and the perceived usefulness of WOM.FindingsWOM attributes that include expertise differential, perceptual homophily, and trustworthiness are related to the perceived usefulness of WOM. Also, WOM message delivery mediates the relationship between the WOM attributes and the perceived usefulness of WOM in enhancing public procurement participation. Therefore, the study's findings revealed that WOM is applicable in the public procurement context, under which public buyers act as senders and suppliers act as receivers. The latter finds out about public procurement opportunities and responds to them, while the former gives suppliers whatever information they need to respond to public procurement tenders that have been advertised.Research limitations/implicationsBecause the study was cross-sectional, it was difficult to determine whether the opinions gathered over time remained consistent. Furthermore, only suppliers who are parties to framework contracts under Government Procurement Services Agency were included in the study. Therefore, the sample was limited to only suppliers supplying common use items to various public organisations in Dodoma City, Tanzania.Originality/valueThis paper integrates the concept of WOM from the marketing discipline and public procurement. As a result, the study adds to the understanding of the use of information transmission in terms of the contribution of WOM messages from public buyers to suppliers to enhance small and medium enterprises' participation in public procurement opportunities.

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Section: Review Of Literature and Hypotheses Development 21 Prospect ...mentioning

confidence: 99%

Thank you for sharing! Unravelling the perceived usefulness of word of mouth in public procurement for small and medium enterprises

Ismail

Changalima

2022

MANM

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“…However, we know from previous research that online activities drive individuals' offline choice behaviors (e.g. Godes and Mayzlin, 2004;Yoon et al, 2017) and vice versa (Kessler and Guenther, 2017;Voorveld, Araujo, Bernritter, Rietberg and Vliegenthart, 2018). Thus, it is important to understand how engagement behaviors on Twitter interact with offline engagement.…”

Section: Discussionmentioning

confidence: 99%

Engaging with TV events on Twitter

Segijn

Masłowska

Araujo

et al. 2019

INTR

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Purpose The purpose of this paper is to explore the interrelationship between television (TV) consumption (viewing ratings), engagement behaviors of different actors on Twitter (TV programs, media, celebrities and viewers) and the content of engagement behaviors (affective, program-related and social content). Design/methodology/approach TV ratings and Twitter data were obtained. The content of tweets was analyzed by means of a sentiment analysis. A vector auto regression model was used to understand the interrelationship between tweets of different actors and TV consumption. Findings First, the results showed a negative interrelationship between TV viewing and viewers’ tweeting behavior. Second, tweets by celebrities and media exhibited similar patterns and were both affected mostly by the number of tweets by viewers. Finally, the content of tweets matters. Affective tweets positively relate to TV viewing, and program-related and social content positively relates to the number of tweets by viewers. Research limitations/implications The findings help us understand the online engagement ecosystem and provide insights into drivers of TV consumption and online engagement of different actors. Practical implications The results indicate that content producers may want to focus on stimulating affective conversations on Twitter to trigger more online and offline engagement. The results also call for rethinking the meaning of TV metrics. Originality/value While some studies have explored viewer interactions on Twitter, only a few studies have looked at the effects of such interactions on variables outside of social media, such as TV consumption. Moreover, the authors study the interrelations between Twitter interactions with TV consumption, which allows us to examine the effect of online engagement on offline behaviors and vice versa. Finally, the authors take different actors into account when studying real-life online engagement.

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“…Within the literature investigating user reviews, many studies focus on the role of volume and valence (Kim, Park, & Park, 2013a; Kim, Yoon, & Choi, 2019), while related studies apply tools of sentiment analysis for a deeper understanding (Hwangbo & Kim, 2019; Mohanty et al., 2018; Rui et al., 2013; Vujić & Zhang, 2018). Others explore the level of agreement (or disagreement) between reviews (Lee et al., 2017; Yoon et al., 2017), while separate studies consider the nature of the reviews themselves and whether they are viewed as “helpful” by other users (Lee & Choeh, 2018) or perceived as “promotional” in nature (Ma et al., 2019). Related research examines movie ticket purchase intentions based on the interplay between rating scores and textual content of the reviews (Tsang & Prendergast, 2009).…”

Section: Movie Microeconomicsmentioning

confidence: 99%

The economics of movies (revisited): A survey of recent literature

McKenzie

2022

Journal of Economic Surveys

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Twenty years ago, there were all but a handful of scholarly studies published about the economics of the motion picture industry. Over the first decade of the new millennium, this changed dramatically and many studies began to appear in economics journals and those of cognate disciplines. The following, and most recent, decade has seen this trend continue and the literature on the “economics of movies” has well and truly matured. While economics and marketing disciplines still generate the most output, newer data‐orientated disciplines have increasingly turned their attention towards the industry and its abundance of rich and relatively accessible data. This survey endeavors to concisely but comprehensively review recent literature related to this eternally fascinating industry.

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The Impact of Word of Mouth via Twitter On Moviegoers' Decisions and Film Revenues

Cited by 36 publications

References 44 publications

Thank you for sharing! Unravelling the perceived usefulness of word of mouth in public procurement for small and medium enterprises

Thank you for sharing! Unravelling the perceived usefulness of word of mouth in public procurement for small and medium enterprises

Engaging with TV events on Twitter

The economics of movies (revisited): A survey of recent literature

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