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Examining the Dynamics of Consumer Interest and Live Performance Event TicketSales in the Presence of a Critical Industry-Wide Event

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  • Tseng Peggy H.

    (Yahoo Labs, Sunnyvale, CA, USA)

  • Kulkarni Gauri

    (Loyola University Maryland, Baltimore, MD, USA)

Abstract

Prior research has shown that consumer online search can serve as an indicator of consumers’ general interest. However, it has not yet differentiated between consumers’ category- and product-level interest. This article argues that online search volume for terms submitted to search engines can indicate consumer interest in a general product category or a specific product. A consumer may search for a product category (e.g. “Broadway shows”) to obtain information about several products within the category before making a purchase decision. A consumer may also search for a specific product (e.g. “Shrek the Musical”) to obtain more information about that product. The objective of this article is to investigate the relationship between aggregate volumes of category- vs. product-level search terms and ticket sales of Broadway shows. Methodologically, we employ a fixed-effects regression model and specify weekly sales of each show as a function of its product- and category-level search term volume. We also account for potential effect changes after a critical industry-wide event, the Tony Awards ceremony. Our results show that product-level search is an important driver before and after the Tony Awards, yet category-level search is important only after the Tony Awards. Our findings suggest important implications for marketing communications. Managers can use these results to manage or generate consumer category- and product-level interest more effectively at various points of time.

Suggested Citation

  • Tseng Peggy H. & Kulkarni Gauri, 2013. "Examining the Dynamics of Consumer Interest and Live Performance Event TicketSales in the Presence of a Critical Industry-Wide Event," Review of Marketing Science, De Gruyter, vol. 11(1), pages 33-53, November.
  • Handle: RePEc:bpj:revmkt:v:11:y:2013:i:1:p:33-53:n:2
    DOI: 10.1515/roms-2012-0002
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    References listed on IDEAS

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