How consumers evaluate movies on online platforms? Investigating the role of consumer engagement and external engagement

Gupta, Samrat; Deodhar, Swanand J.; Tiwari, Amit Anand; Gupta, Manjul; Mariani, Marcello

doi:10.1016/j.jbusres.2024.114613

Journal of Business Research

2024

DOI: 10.1016/j.jbusres.2024.114613

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How consumers evaluate movies on online platforms? Investigating the role of consumer engagement and external engagement

Samrat Gupta,

Swanand J. Deodhar,

Amit Anand Tiwari

et al.

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Cited by 3 publications

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Agility in marketing teams: An analysis of factors influencing the entry decision into a trendy social network

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Camarero,

San José

2025

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Agility in marketing teams: An analysis of factors influencing the entry decision into a trendy social network

Oltra,

Camarero,

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Social Media Virality: Reaching the Tipping Point

Bhimani,

Zainulabdin,

Ali

et al. 2024

JIBRM

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Social media virality has become a key factor in determining how far to extend social media marketing and digital promotion campaigns. The point at which content transitions to viral spread underpins promotion-level decisions. We employ a logistic equation to identify tipping point decisions for viral content online promotions in given contexts. We consider case studies indicative of viral content on social media following a traditional S-curve when examined in a single domain. Our study contributes to understanding the decision mechanics of reaching a tipping point in a manner that reflects the concerns of digital marketers and online marketing strategies generally. We also see our approach to determining this point as furthering social media research in an area of growing importance and assessing how viral content can be managed.

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How consumers evaluate movies on online platforms? Investigating the role of consumer engagement and external engagement

Cited by 3 publications

References 98 publications

Agility in marketing teams: An analysis of factors influencing the entry decision into a trendy social network

Agility in marketing teams: An analysis of factors influencing the entry decision into a trendy social network

Effect of popular culture on tourism firms' market value:A destination brand equity perspective

Social Media Virality: Reaching the Tipping Point

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