This study examines the impact of online word of mouth (WOM) and expert reviews on movies' box office revenues, both in the U.S. domestic market and in the international markets. Using a sample of 169 movies released in 2008, the study discovered that the frequency of online WOM and the valence rating of expert reviews were significant factors for box office outcomes in the domestic market. The study also found that only the frequency of online WOM was a significant factor in the international markets. The findings suggest that online WOM and expert reviews play a critical role in moviegoers' consumption behavior in the age of the Internet and social media.
Bibliographical noteFunding Information:
Sang Ho Kim is an Associate Professor in the Department of Journalism and Mass Communication at Daegu University, South Korea. Namkee Park is an Assistant Professor in the School of Communication at Yonsei University, South Korea. Seung Hyun Park is a Professor in the School of Communications at Hallym University, South Korea. This study was in part supported by Daegu University Research Grant, 2010. Address correspondence to Seung Hyun Park, School of Communications, Hallym University, 1 Hallym Street, Chuncheon, Gangwon 200-702, South Korea. E-mail: email@example.com
All Science Journal Classification (ASJC) codes
- Economics and Econometrics