The Effect of eWOM on Movie Sales Considering Competition and Culture

• Published in: Asia Marketing Journal (Online) Vol. 26; no. 2; pp. 60 - 76
• Main Authors: Lee, JungWon, Park, Cheol
• Format: Journal Article
• Language: English
• 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

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...