Abstract / Description of output
Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres. When 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 viewers’ intent to generate WOM and, ultimately, their willingness to pay to see the movie. These novel findings lead to practical implications for studios hoping to stimulate consumer interest, with wider contributions to advertising theory. © 2017, World Advertising Research Center. All rights reserved.
Original language | English |
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Pages (from-to) | 159-172 |
Number of pages | 14 |
Journal | Journal of Advertising Research |
Volume | 57 |
Issue number | 2 |
Early online date | 6 Jun 2017 |
DOIs | |
Publication status | Published - Jun 2017 |
Keywords / Materials (for Non-textual outputs)
- motion picture industry
- movie trailers
- word-of-mouth
- WOM Volume and Valence
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Ben Marder
- Business School - Personal Chair of Digital Marketing and Consumer Behaviour
- Marketing
- Centre for Service Excellence
- Leadership, Organisations and Society
Person: Academic: Research Active