IDEAS home Printed from https://ideas.repec.org/a/kap/mktlet/v26y2015i4p411-422.html
   My bibliography  Save this article

The impact of online word-of-mouth on television show viewership: An inverted U-shaped temporal dynamic

Author

Listed:
  • Romain Cadario

Abstract

This article examines the dynamic impact of online word-of-mouth (WOM) on US television show viewership. With WOM data collected from the Internet Movie Database website, we find that the cumulative volume of online WOM has significant explanatory power for viewership over time. Consistent with the mere exposure effect theory, the dynamic impact of the volume of online WOM over time varies according to a curvilinear, inverted U-shaped curve. Due to an initial floor effect, the volume of WOM is not significant in the early episodes. The impact of volume increases over time, before peaking and starting to decrease in the latter part of a show’s life. This article demonstrates the differential effects of online WOM over time and thereby suggests that firms’ online marketing strategies, such as media planning, must adjust with the product life cycle. Copyright Springer Science+Business Media New York 2015

Suggested Citation

  • Romain Cadario, 2015. "The impact of online word-of-mouth on television show viewership: An inverted U-shaped temporal dynamic," Marketing Letters, Springer, vol. 26(4), pages 411-422, December.
    • Handle: RePEc:kap:mktlet:v:26:y:2015:i:4:p:411-422
    DOI: 10.1007/s11002-013-9278-6
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1007/s11002-013-9278-6
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1007/s11002-013-9278-6?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to look for a different version below or search for a different version of it.

    Other versions of this item:

    References listed on IDEAS

    as
    1. De Bruyn, Arnaud & Lilien, Gary L., 2008. "A multi-stage model of word-of-mouth influence through viral marketing," International Journal of Research in Marketing, Elsevier, vol. 25(3), pages 151-163.
    2. David Godes & Dina Mayzlin, 2004. "Using Online Conversations to Study Word-of-Mouth Communication," Marketing Science, INFORMS, vol. 23(4), pages 545-560, June.
    3. David Godes & Dina Mayzlin & Yubo Chen & Sanjiv Das & Chrysanthos Dellarocas & Bruce Pfeiffer & Barak Libai & Subrata Sen & Mengze Shi & Peeter Verlegh, 2005. "The Firm's Management of Social Interactions," Marketing Letters, Springer, vol. 16(3), pages 415-428, December.
    4. Janiszewski, Chris, 1993. "Preattentive Mere Exposure Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(3), pages 376-392, December.
    5. Leigh McAlister & Garrett Sonnier & Tom Shively, 2012. "The relationship between online chatter and firm value," Marketing Letters, Springer, vol. 23(1), pages 1-12, March.
    6. Manuel Arellano & Stephen Bond, 1991. "Some Tests of Specification for Panel Data: Monte Carlo Evidence and an Application to Employment Equations," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 58(2), pages 277-297.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Beth L. Fossen & Alexander Bleier, 2021. "Online program engagement and audience size during television ads," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 743-761, July.
    2. Wojciech Hardy, 2018. "Pre-release leaks as one-time incentives for switching to unauthorised sources of cultural content," IBS Working Papers 03/2018, Instytut Badan Strukturalnych.
    3. Ana Babić Rosario & Kristine Valck & Francesca Sotgiu, 2020. "Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 422-448, May.
    4. Jordi McKenzie, 2023. "The economics of movies (revisited): A survey of recent literature," Journal of Economic Surveys, Wiley Blackwell, vol. 37(2), pages 480-525, April.
    5. Giwoong Bae & Hye-jin Kim, 2022. "The impact of online video highlights on TV audience ratings," Electronic Commerce Research, Springer, vol. 22(2), pages 405-425, June.
    6. Wojciech Hardy, 2022. "Brace yourselves, pirates are coming! the effects of Game of Thrones leak on TV viewership," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 46(1), pages 27-55, March.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Jing Wang & Anocha Aribarg & Yves F. Atchadé, 2013. "Modeling Choice Interdependence in a Social Network," Marketing Science, INFORMS, vol. 32(6), pages 977-997, November.
    2. Kick, Markus, 2015. "Social Media Research: A Narrative Review," EconStor Preprints 182506, ZBW - Leibniz Information Centre for Economics.
    3. Hyun S. Shin & Dominique M. Hanssens & Kyoo il Kim, 2016. "The role of online buzz for leader versus challenger brands: the case of the MP3 player market," Electronic Commerce Research, Springer, vol. 16(4), pages 503-528, December.
    4. Sinan Aral & Dylan Walker, 2014. "Tie Strength, Embeddedness, and Social Influence: A Large-Scale Networked Experiment," Management Science, INFORMS, vol. 60(6), pages 1352-1370, June.
    5. Shijie Lu & Xin (Shane) Wang & Neil Bendle, 2020. "Does Piracy Create Online Word of Mouth? An Empirical Analysis in the Movie Industry," Management Science, INFORMS, vol. 66(5), pages 2140-2162, May.
    6. Yadav, Manjit S. & de Valck, Kristine & Hennig-Thurau, Thorsten & Hoffman, Donna L. & Spann, Martin, 2013. "Social Commerce: A Contingency Framework for Assessing Marketing Potential," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 311-323.
    7. Pauwels, Koen & Aksehirli, Zeynep & Lackman, Andrew, 2016. "Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 639-655.
    8. Kim, Juran & Kang, Seungmook & Lee, Ki Hoon, 2021. "Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles," Journal of Business Research, Elsevier, vol. 130(C), pages 552-563.
    9. Kim, Jikyung (Jeanne) & Kim, Sanghwa & Choi, Jeonghye, 2020. "Purchase now and consume later: Do online and offline environments drive online social interactions and sales?," Journal of Business Research, Elsevier, vol. 120(C), pages 274-285.
    10. Antioco, Michael & Coussement, Kristof, 2018. "Misreading of consumer dissatisfaction in online product reviews: Writing style as a cause for bias," International Journal of Information Management, Elsevier, vol. 38(1), pages 301-310.
    11. Colicev, Anatoli & Kumar, Ashish & O'Connor, Peter, 2019. "Modeling the relationship between firm and user generated content and the stages of the marketing funnel," International Journal of Research in Marketing, Elsevier, vol. 36(1), pages 100-116.
    12. Thaís L. D. Souza & Marislei Nishijima & Ana C. P. Fava, 2019. "Do consumer and expert reviews affect the length of time a film is kept on screens in the USA?," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 43(1), pages 145-171, March.
    13. Yubo Chen & Jinhong Xie, 2008. "Online Consumer Review: Word-of-Mouth as a New Element of Marketing Communication Mix," Management Science, INFORMS, vol. 54(3), pages 477-491, March.
    14. Eggers, Fabian & Risselada, Hans & Niemand, Thomas & Robledo, Sebastian, 2022. "Referral campaigns for software startups: The impact of network characteristics on product adoption," Journal of Business Research, Elsevier, vol. 145(C), pages 309-324.
    15. Khare, Adwait & Labrecque, Lauren I. & Asare, Anthony K., 2011. "The Assimilative and Contrastive Effects of Word-of-Mouth Volume: An Experimental Examination of Online Consumer Ratings," Journal of Retailing, Elsevier, vol. 87(1), pages 111-126.
    16. Ashutosh Tiwari & Timothy J. Richards, 2016. "Social Networks and Restaurant Ratings," Agribusiness, John Wiley & Sons, Ltd., vol. 32(2), pages 153-174, April.
    17. Huaxia Rui & Yizao Liu & Andrew Whinston, 2012. "Whose and What Chatter Matters? The Effect of Tweets on Movie Sales," Working Papers 08, University of Connecticut, Department of Agricultural and Resource Economics, Charles J. Zwick Center for Food and Resource Policy.
    18. Rahat Ullah & Wonjoon Kim & Naveen C. Amblee & Hyunjong Lee & Alice Oh, 2014. "Do Emotions Matter? Exploring The Distribution Of Emotions In Online Product Reviews," Working papers 156, Indian Institute of Management Kozhikode.
    19. Richards, Timothy J. & Tiwari, Ashutosh, 2014. "Social Networks and Restaurant Choice," 2014 AAEA/EAAE/CAES Joint Symposium: Social Networks, Social Media and the Economics of Food, May 29-30, 2014, Montreal, Canada 166112, Agricultural and Applied Economics Association.
    20. Bitty Balducci & Detelina Marinova, 2018. "Unstructured data in marketing," Journal of the Academy of Marketing Science, Springer, vol. 46(4), pages 557-590, July.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:kap:mktlet:v:26:y:2015:i:4:p:411-422. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.