Antecedents Of Information Effect Of Word- Of- Mouth In Motion Picture Industry

Abstract

There Has Been A Paradigm Shift In The Manner In Which Movies Are Marketed These Days. Rather Than Direct Advertising, Movie Producers All Over The World Started Harnessing The Potential Of Word-Of-Mouth (Wom) And Word-Of-Mouth-Marketing (Womm). Studies Reveal That Wom Creates Numerous Effects Over The Recipients. One Among Them Is Information Effect. In This Article An Effort Is Made To Theoretically Establish The Relationship Between The Antecedents Of Information Effect Of Wom In Motion Picture Industry (Movie Genre, Star Value, Production Budget, Screen Count, Crew Reputation And Poster) And Their Impact On The Potential Movie-Goers (Awareness, Attitude Change And Purchase Intention) Based On The Findings Of The Previous Studies In This Domain. Moreover, A Hypothesized Model Portraying The Relationship Between The Antecedents Of Information Effect Of Wom And Box Office Revenue Is Added To The Existing Literature.