Conditions in Prerelease Movie Trailers For Stimulating Positive Word of Mouth

Abstract

Filmmakers increasingly depend on trailers as advertising and to generate word-ofmouth (WOM). This paper investigates the extent to which trailers influence WOM in the pre-release context by testing a conceptual model separately on the three most popular movie genres. Where viewers perceive greater understanding of the movie from the trailer, the prospect of liking it is significantly increased. This leads to a substantial increase in their intent to generate WOM and ultimately their willingness to pay to see the movie. These novel findings lead to practical impacts for studios hoping to stimulate consumer interest, with wider contributions to advertising theory.

Vacation Posts on Facebook: A Model for Incidental Vicarious Travel Consumption

“…To test the specified model, we employed a partial least squares approach to structural equation modeling (PLS-SEM). This method has been well applied in travel research (Simpson, Siguaw, and Sheng 2016; do Valle and Assaker 2016), marketing (Archer-Brown et al 2017), and information systems (de Oliveira, Huertas, and Lin 2016). SEM-PLS models’ causal relationships with the aim of maximizing the explained variance in latent dependent variables (Hair et al 2016) state that it provides a number of advantages over prior established covariance-based SEM, including greater flexibility on assumption, sample size and in assessing the impact of both reflective and formative constructs.…”

Too much information: An examination of the effects of social self-disclosure embedded within influencer eWOM campaigns

“…In general, established influencers need to recognise that they are perceived more like social media-based salespeople. We suggest new influencers or those with low intensity social media users (see Archer-Brown, Kampani, Marder, Bal, & Kietzmann, 2017), may benefit from higher levels of self-disclosure especially in non-promoted posts.…”

Modeling Positive Electronic Word of Mouth and Purchase Intention Using Theory of Consumption Value

“…The positive word-of-mouth dimension assesses one's enthusiasm in providing and receiving suggestions stimulating green product purchase. This dimension is measured following the work completed by [64][65][66]. Green purchase intention dimension is addressed by questions designed by [58,67,68] to observe the degree of willingness in using green products in the future.…”