While a number of studies examined the eWOM online word-of-mouth factors affecting box office, the studies on the impact of review helpfulness on box office are lacking. The purpose of this paper is to fill the void in previous studies and further extend prior work regarding eWOM and box office. In order to explain the interaction effect of helpfulness with other variables on product sales, this study posits that review characteristics such as number of reviews, review rating, review length interact with review helpfulness to have an influence on box office. Further, as the studies that have examined whether eWOM factors are significant in box office performances for the international markets other than US are lacking, this study is targeting Korean markets to validate the effect of eWOM on box office. This study used publicly available data from www. The final sample of the study included movies.
The interactive impact of online word-of-mouth and review helpfulness on box office revenue
Electronic Word of Mouth: What Marketers Need to Know | HEC Paris
Published in Online Information Review on December 22, Purpose - The purpose of this paper is to provide a comprehensive review on electronic word-of-mouth eWOM credibility. Further, the authors propose a comprehensive and integrated model on eWOM credibility. Further, the authors developed themes and identified factors which lead to eWOM credibility. Findings - Four factors were identified, i. Several variables associated with these four factors were identified, which result in eWOM credibility. Further, the authors developed 22 propositions to explain the causal relationship between these variables and eWOM credibility.
eWOM credibility: a comprehensive framework and literature review
Scientific Research An Academic Publisher. Arndt believes that word-of-mouth refers to the informal information communication between a communicator and receiver about a product, brand, organization, or service, which is face-to-face and with no commercial purpose . The appearance of the network has changed the traditional way of communication and information searching. Consumers are increasingly using various network platforms to share and exchange information about products and services.