ABSTRACT Smartphones have become important in everyday life for most activities, including marketing. Mobile devices can access the Internet to find information, recommend, generate and distribute content and are increasingly being used to inform consumer choices. Their capabilities are expanding the significance of word of mouth communication by overcoming temporal and spatial constraints of verbal communication. This paper analyzes the information-seeking behavior of young adults in Spain before, during and after the process of watching motion pictures in theaters or on various platforms. This process is linked to the generation of word-of-mouth (WOM) information that affects differently than the expert reviews on movies to the decision-making processes of consumers. WOM has changed with the advent of mobile devices and the development of social networks. This study suggests that online recommenders and the specialized cinema press have more power to influence than the general press or the blogs and discussion sites, suggesting that the effects of word of mouth are much more nuanced in the digital setting.

中文翻译：

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电影消费决策过程中的数字口碑使用：移动口碑在西班牙年轻人中的作用

摘要 对于包括营销在内的大多数活动，智能手机在日常生活中已经变得很重要。移动设备可以访问互联网以查找信息、推荐、生成和分发内容，并且越来越多地用于告知消费者选择。他们的能力通过克服口头交流的时间和空间限制来扩大口口相传的意义。本文分析了西班牙年轻人在电影院或各种平台上观看电影之前、之中和之后的信息搜索行为。这个过程与口碑 (WOM) 信息的产生有关，这些信息对消费者决策过程的影响不同于专家对电影的评论。随着移动设备的出现和社交网络的发展，口碑发生了变化。这项研究表明，在线推荐和专业电影媒体比一般媒体或博客和讨论网站具有更大的影响力，这表明在数字环境中口碑的影响要微妙得多。