The impact of online movie word-of-mouth on consumer choice A comparison of American and Chinese consumers

• Published in: International marketing review Vol. 36; no. 6; pp. 996 - 1025
• Main Authors: Chiu, Ya-Ling, Chen, Ku-Hsieh, Wang, Jying-Nan, Hsu, Yuan-Teng
• Format: Journal Article
• Language: English
• Published: London Emerald Group Publishing Limited 11.11.2019
• Subjects: Communication; Consumers; Cultural differences; Culture; Decision making; Domestic markets; Genre; Marketing; Motion picture industry; Motion pictures; Product development; Product reviews; Purchasing; Sales; Success; Ticket sales; Word of mouth advertising; United States > US; China

Purpose Electronic word-of-mouth (eWOM) is very important for consumer decision making; previous international product diffusion studies have investigated eWOM and cultural factors that influence consumers’ acceptance of new products, but they have not adequately compared the differences in these fa...