| Pub. Date | : Jan, 2022 |
|---|---|
| Product Name | : The IUP Journal of Management Research |
| Product Type | : Article |
| Product Code | : IJMR020122 |
| Author Name | : Anuja Shukla, Aditya Yadav and Shiv Kumar Sharma |
| Availability | : YES |
| Subject/Domain | : Arts & Humanities |
| Download Format | : PDF Format |
| No. of Pages | : 9 |
Electronic word-of-mouth (e-WOM) has played a significant role in influencing the sale of products. This paper analyzes the impact of e-WOM on movie ticket sales. Secondary data was collected from Box Office Mojo, and the data for reviews was collected from Rotten Tomatoes. The data was collected for 60 Hollywood movies released during the period 2018 to 2019. The results show a direct correlation between the sale of movie tickets and the number of times consumers searched for it on the Internet. Further, the results also show that online ratings given by experts and users influence movie ticket sales.
Word-of-Mouth (WOM), used by promoters intensively in recent times, is defined as "the informal communication directed at other consumers about ownership and nature of goods and services including their sellers as well" (Westbrook, 1987). WOM customers establish products or services in the market. An organization should know the role of WOM in influencing its sales. WOM is considered to be a form of free advertising (Francis, 1998). There are many ways in which customers communicate, and interacting with each other about the ongoing trends in the market is one such way. As a result, the online sources are considered to be a major source of information. Online information is present in many forms, such as consumer reviews, ratings, blogs, vlogs, etc., termed as Electronic Word-of-Mouth (e-WOM). e-WOM has a greater influence because of its credibility among consumers as a reliable source and its relative independence (Choi et al., 2013). Social media like Facebook, WhatsApp, Twitter, Tumblr, etc. help in spreading e-WOM and give