The effects of eWOM volume and valence on product sales – an empirical examination of the movie industry
advertising effectivenessl social media; eWOM; volume; valence
Taylor & Francis Online
International Journal of Advertising
The present research examines how quantitative and qualitative aspects – volume and valence – of eWOM on various social media platforms in the movie industry, along with other forms of marketing communications (e.g. advertising expenditure), predict box office and DVD sales for pre- and post-periods of movie releases. The analysis of aggregated big data from multiple sources – 65,665,859 social media postings from blogs, forums, news, and Twitter, Nielsen’s ad expenditure data, and Rotten Tomatoes ratings for 170 movies—revealed that the explanatory power of the model for box office revenue and DVD sales mostly comes from the volume, rather than valence, of eWOM.