The impact of online review helpfulness and word of mouth communication on box office performance predictions
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,...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Springer Nature
2020-09-01
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| Series: | Humanities & Social Sciences Communications |
| Online Access: | https://doi.org/10.1057/s41599-020-00578-9 |