| Authors |
Liu |
| Journal |
Journal of Marketing |
| Year |
2006 |
| Type |
Published Paper |
| Abstract |
This article uses actual word-of-mouth (WOM) information to examine the dynamic patterns of WOM and how it helps explain box office revenue. The WOM data were collected from the Yahoo Movies Web site. The results show that WOM activities are the most active during a movie's prerelease and opening week and that movie audiences tend to hold relatively high expectations before release but become more critical in the opening week. More important, WOM information offers significant explanatory power for both aggregate and weekly box office revenue, especially in the early weeks after a movie opens. However, most of this explanatory power comes from the volume of WOM and not from its valence, as measured by the percentages of positive and negative messages. |
| Keywords |
Strategic disclosure, hedge funds, ownership disclosure, 13F holdings, restatement, fund skill |
| URL |
https://www.jstor.org/stable/30162102 |
| Tags |
Archival Empirical |
Consumer Decisions
|