The Impact of Word of Mouth via Twitter On Moviegoers’ Decisions and Film Revenues
基于前景理论，利用美国电影行业和推特数据，研究发现社交媒体口碑的数量和正负性通过影响电影质量评价来左右观影决策，且上映前过度宣传可能因提高预期而适得其反。
<h3>ABSTRACT</h3> This study drew on the existing decision process theory to empirically examine the effect of word of mouth (WOM) generated by social media. The prospect theory was adopted to illustrate how both the volume and valence of WOM influence a person9s decision to watch a movie through the movie quality evaluation stage. Using U.S. movie industry data and online post data from Twitter, the authors found that the effect of online WOM is well explained by the prospect theory. Particularly, findings suggest that intensively advertising a movie before its release to attract moviegoers could backfire by raising the moviegoers9 expectations.