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Examining the role of the marketing activity and eWOM in the movie diffusion: the decomposition perspective
Electronic Commerce Research ( IF 3.462 ) Pub Date : 2020-06-11 , DOI: 10.1007/s10660-020-09423-2 Hailin Zhang , Xina Yuan , Tae Ho Song
Electronic Commerce Research ( IF 3.462 ) Pub Date : 2020-06-11 , DOI: 10.1007/s10660-020-09423-2 Hailin Zhang , Xina Yuan , Tae Ho Song
Advertising as a direct marketing activity as well as word-of-mouth (WOM) as an indirect marketing activity are widely accepted as the most influential determinants of new product performance. Although electronic WOM (eWOM), as a type of WOM, has recently been studied extensively in various industries, previous results appear mixed due to their characteristics such as volume and valence. To bridge the gap regarding the roles of advertising and eWOM in the movie diffusion process, they were classified into pre-eWOM/advertising and post-eWOM/advertising based on two stages of the diffusion process. To reflect the heterogeneity of consumption characteristics on a new product, consumers were divided into two groups—innovators and imitators. This study proposed a model to investigate the role of advertising and eWOM in the movie diffusion process. In addition, the proposed model was used to analyze the impact of firm-initiated advertising and user-generated online reviews on movie performance in Korea.
中文翻译:
研究营销活动和eWOM在电影传播中的作用:分解视角
作为直接营销活动的广告以及作为间接营销活动的口碑(WOM)被公认为是新产品性能的最有影响力的决定因素。尽管电子WOM(eWOM)作为WOM的一种类型,最近已在各个行业中得到了广泛的研究,但由于它们的体积和化合价等特性,以前的结果似乎很复杂。为了弥合广告和eWOM在电影传播过程中的作用之间的差距,根据传播过程的两个阶段,将它们分为eWOM前/广告和eWOM后/广告。为了反映新产品上消费特征的异质性,将消费者分为两组:创新者和模仿者。这项研究提出了一个模型来研究广告和eWOM在电影传播过程中的作用。
更新日期:2020-06-11
中文翻译:
研究营销活动和eWOM在电影传播中的作用:分解视角
作为直接营销活动的广告以及作为间接营销活动的口碑(WOM)被公认为是新产品性能的最有影响力的决定因素。尽管电子WOM(eWOM)作为WOM的一种类型,最近已在各个行业中得到了广泛的研究,但由于它们的体积和化合价等特性,以前的结果似乎很复杂。为了弥合广告和eWOM在电影传播过程中的作用之间的差距,根据传播过程的两个阶段,将它们分为eWOM前/广告和eWOM后/广告。为了反映新产品上消费特征的异质性,将消费者分为两组:创新者和模仿者。这项研究提出了一个模型来研究广告和eWOM在电影传播过程中的作用。