scholarly journals The impact of online review helpfulness and word of mouth communication on box office performance predictions

Author(s):  
Sangjae Lee ◽  
Joon Yeon Choeh

Abstract While electronic word-of-mouth (eWOM) variables, such as volume and valence have been posited in previous studies to consistently affect product sales, there is a lack of studies on the different contexts and outcomes that affect the importance of eWOM variables. In order to fill this gap, this study attempts to use the helpfulness of reviews and reviewers as moderators to predict box office revenue, comparing the prediction performances of business intelligence (BI) methods (random forest, decision trees using boosting, the k-nearest neighbor method, discriminant analysis) using eWOM between high and low review or reviewer helpfulness subsample in the Korean movie market scrawled from the Naver Movies website. The results of applying machine learning methods show that movies with more helpful reviews or those that are reviewed by more helpful reviewers show greater prediction performance, and review and reviewer helpfulness improve the prediction power of eWOM for box office revenue. The prediction performance will improve if the characteristics of eWOM are likely to be combined to contribute to box office revenue to a greater extent.

2018 ◽  
Vol 56 (4) ◽  
pp. 849-866 ◽  
Author(s):  
Sangjae Lee ◽  
Joon Yeon Choeh

Purpose While a number of studies examined the eWOM (online word-of-mouth) factors affecting box office, the studies on the impact of review helpfulness on box office are lacking. The purpose of this paper is to fill the void in previous studies and further extend prior work regarding eWOM and box office. In order to explain the interaction effect of helpfulness with other variables on product sales, this study posits that review characteristics such as number of reviews, review rating, review length interact with review helpfulness to have an influence on box office. Further, as the studies that have examined whether eWOM factors are significant in box office performances for the international markets other than US are lacking, this study is targeting Korean markets to validate the effect of eWOM on box office. Design/methodology/approach This study used publicly available data from www.naver.com to build a sample of online review data concerning box office. The final sample of the study included 2090 movies. Findings The results indicated that in cases when the review is helpful, the number of reviews and review length are more greatly influencing box office. Review rating, review extremity, and helpfulness for reviewer are important determinants for review helpfulness. Practical implications Managers can concentrate on the review rating and review extremity of online customer reviews in the design of online sites for movies. The design of user review systems can follow the direction that promotes more helpfulness for online user reviews based on an enhanced understanding of what drives helpfulness voting. Originality/value Given that previous studies on the effect of review helpfulness on box office are lacking, it contributes to eWOM literature by investigating the impact of review helpfulness on box office revenue.


2020 ◽  
Vol 48 (8) ◽  
pp. 1-14
Author(s):  
Xi Chen ◽  
Qing Fang ◽  
Zhenyuan Wang

Congruity of brand and individual values is the degree of fit or similarity between consumers' personal values and the perceived values of a certain brand. In this study, we took Huawei as the test brand and investigated 525 consumers in 30 countries to examine whether congruity of brand and individual values influences consumer word-of-mouth communication in an international context. The results show that (a) brand commitment played a mediating role in the effect of brand–individual values congruity on word of mouth, (b) the consistency of a brand's practices and its values (brand behavior congruity) moderated the relationship between brand–individual values congruity and the consumers' brand commitment, and (c) brand behavior congruity moderated the mediating role of brand commitment in the relationship between values congruity and positive word of mouth. Our findings provide insight into the impact of values congruity for consumers.


2020 ◽  
Vol 10 (1) ◽  
pp. 201
Author(s):  
Liping Liu ◽  
Chih-Cheng Fang

With the rapid development of "Internet plus", the number of Internet users in China has increased rapidly, and the number of active users of social media software ranks first in the world. Large Numbers of network users are also potential consumer groups. Social media influences other consumers through consumer interaction and social interaction, and consumers are transformed into active information acquisition rather than passive information reception. Word of mouth marketing on social media has become one of the hottest research fields. Based on the information adoption model, this study explores the impact of internet celebrity word-of-mouth communication on consumer information sharing from four dimensions: internet celebrity word-of-mouth communication, relationship quality, face consciousness, and consumer information sharing and establishes a research model to provide references and suggestions for subsequent researchers and enterprise management.


2020 ◽  
Vol 12 (16) ◽  
pp. 6602
Author(s):  
Sangjae Lee ◽  
Joon Yeon Choeh

The studies are almost nonexistent regarding production efficiency of movies which is determined based on the relationship between movie resources powers (powers of actors, directors, distributors, and production companies) and box office. Our study attempts to examine how efficiency moderates the relationship between eWOM (online word-of-mouth) and revenue, and to show the difference in prediction performance between efficient and inefficient movies. Using data envelopment analysis to suggest efficiency of movies, movie efficiency negatively moderates the effects of review depth and volume on subsequent box office revenue compensating negative effects of smaller box office in previous period while efficiency exert a positive moderating effect on the influences of review rating and the number of positive reviews on revenue. This shows that review depth and volume are affected by the slack of movie resources powers for inefficient movies, and high rating and positive response for efficient movies to affect revenue. The results of decision trees, k-nearest-neighbors, and linear regression analysis based on ensemble methods using eWOM or movie variables indicate that the movies with the inefficient movie resources powers are providing greater prediction performance than movies with efficient movie resources powers. This show that diverse variation in the efficiency of movie resources powers contributes to prediction performance.


2018 ◽  
Vol 17 (3) ◽  
pp. 444-458
Author(s):  
Gustavo Quiroga Souki ◽  
Rodrigo Luiz Pinheiro de Oliveira ◽  
Giuliana Isabella ◽  
Jersone Tasso Moreira Silva

Purpose of the study: The objective of this work was to identify the perceived quality attributes of car owners and how these attributes affect satisfaction, regret, trust, pride and, word of mouth communication. Methodology / approach: There were two phases (qualitative and quantitative) in this study. In the qualitative phase, we conducted 20 in-depth interviews with car owners, with the purpose of identifying the perceived quality attributes by them. In the quantitative phase, we surveyed 311 owners of automobiles of different brands. For the statistical analysis, we opted to test the hypothetical model through Structural Equations Modeling (SEM). Main results: Results show that perceived quality among automobile consumers is a multidimensional construct (status and power, handling dynamics, corporate responsibility, brand heritage, resale value, durability, internal space, and trunk capacity) and impacts on satisfaction, regret, word of mouth communication, trust, and pride. Theoretical / methodological contributions: This research measures the perception of quality of automobiles in post-purchase situations, exploring not only attributes in service quality but also the product itself while exploring other dimensions from the quality-perception construct. Furthermore, it studied how the perception of quality affects behavioral dimensions beyond the satisfaction construct: regret, reliability, pride, and word-of-mouth communication. Relevance / originality: This work considered both physical attributes (e.g., internal space and trunk capacity) and, intangibles (e.g., Power and Status, Brand and company's tradition) perceived by car owners. Moreover, to investigate the perception of quality in service and product at the same time is not common in consumer behavior literature.


Author(s):  
Figen Öcal ◽  
Süphan Nasır

Since promotional activities are highly important for attracting moviegoers to a new movie, producer companies engage in marketing promotional activities to increase box office revenue. The main goal of this study is to identify and analyze impact of marketing promotion activities on creating preference for moviegoers to watch the film as well as the opening weekend box office revenue of that film. This paper starts with reviewing the literature about the film marketing and continues with outlining the facts about movie industry in Turkey. Finally, it ends up with analyzing the impact of publicity activities on attracting moviegoers' to watch a film and the opening weekend box office performance of the film in the context of Turkey. 41Turkish movies that were released in 2010 – 2014 are analyzed with the purpose of revealing the relationship between the publicity activities and box office performance. As a result of regression analysis, media coverage (the number of publicity news) exhibited strong predicting power of tickets sold at the opening weekend (the number of audience).


2018 ◽  
Vol 36 (6) ◽  
pp. 1010-1026 ◽  
Author(s):  
Ya-Han Hu ◽  
Wen-Ming Shiau ◽  
Sheng-Pao Shih ◽  
Cho-Ju Chen

Purpose The purpose of this paper is to combine basic movie information factors, external factors and review factors, to predict box-office performance and identify the most crucial factor of influence for box-office performance. Design/methodology/approach Five movie genres and first-week movie reviews found on IMDb were collected. The movie reviews were quantified using sentiment analysis tools SentiStrength and Stanford CoreNLP, in which quantified data were combined with basic movie information and external environment factors to predict movie box-office performance. A movie box-office performance prediction model was then developed using data mining (DM) technologies with M5 model trees (M5P), linear regression (LR) and support vector regression (SVR), after which movie box-office performance predictions were made. Findings The results of this paper showed that the inclusion of movie reviews generated more accurate prediction results. Concerning movie review-related factors, the one that exhibited the greatest effect on box-office performance was the number of movie reviews made, whereas movie review content only displayed an effect on box-office performance for specific movie genres. Research limitations/implications Because this paper collected movie data from the IMDb, the data were limited and primarily consisted of movies released in the USA; data pertaining to less popular movies or those released outside of the USA were, thus, insufficient. Practical implications This paper helps to verify whether the consideration of the features extracted from movie reviews can improve the performance of movie box-office. Originality/value Through various DM technologies, this paper shows that movie reviews enhanced the accuracy of box-office performance predictions and the content of movie reviews has an effect on box-office performance.


2006 ◽  
Vol 31 (1) ◽  
pp. 43-63 ◽  
Author(s):  
Gerda Gemser ◽  
Martine Van Oostrum ◽  
Mark A. A. M. Leenders

2017 ◽  
Vol 45 (1) ◽  
pp. 30-35 ◽  
Author(s):  
Hong Hong ◽  
Di Xu ◽  
Dapeng Xu ◽  
G. Alan Wang ◽  
Weiguo Fan

Purpose This study aims to analyze the impact of the source of online word-of-mouth (WOM) on retail sales. Specifically, the authors focus on the relative impact of external and internal WOMs on book sales. Design/methodology/approach An empirical analysis is conducted with a panel data of sales and WOM for 87 books from Dangdang and Douban over a 14-day period based on two generalized least square regression models. Findings Results suggest that both internal WOM and external WOM have significant impact on product sales, and the impact of external WOM is relatively more significant. Social implications WOM, especially the external WOM, plays an important role in consumers’ online purchase decisions. Originality/value This study is helpful for retailers to better understand the factors influencing the sales and thereby forecast the future sales more precisely. Besides, the research conclusion could also enlighten related decision makers to constantly improve technical platforms.


Sign in / Sign up

Export Citation Format

Share Document