The Effect of eWOM on Movie Sales Considering Competition and Culture

This paper aims to empirically analyze how competitive and cultural factors moderate the relationship between electronic word-of-mouth (eWOM) characteristics and sales in the US and Korean film industries. A conceptual model was developed based on the cue utilization theory (CUT) to analyze the role...

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Bibliographic Details
Published inAsia Marketing Journal (Online) Vol. 26; no. 2; pp. 60 - 76
Main Authors Lee, JungWon, Park, Cheol
Format Journal Article
LanguageEnglish
Published 한국마케팅학회AMJ 01.01.2024
Korean Marketing Association
한국마케팅학회
Subjects
competition
cue utilization theory
culture
ewom
korea
movie
경영학
Competition
Cue utilization theory
Movie
Culture
US
eWOM
Korea
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Summary:This paper aims to empirically analyze how competitive and cultural factors moderate the relationship between electronic word-of-mouth (eWOM) characteristics and sales in the US and Korean film industries. A conceptual model was developed based on the cue utilization theory (CUT) to analyze the role of cultural and competitive factors that moderate the relationship between three characteristics of eWOM (volume, valence, and variance) and movie sales. Data of 45 days of 163 films released in Korea and the US were collected and a total of 7,335 samples were analyzed by panel regression. As results, competitive factors enhanced the influence of the eWOM of a focal film and this moderating effect depended on the eWOM characteristics. It also revealed that the effect of eWOM had a greater effect on movie sales in Korea than in the US.
Bibliography:https://amj.kma.re.kr/cgi/viewcontent.cgi?article=1628&context=journal
ISSN:1598-7868
2765-6500
2765-6500
DOI:10.53728/2765-6500.1628