Conditions in prerelease movie trailers for stimulating positive word of mouth

Archer-Brown, Chris and Kampani, Julia and Marder, Ben and Bal, Anjali and Kietzmann, Jan (2017) Conditions in prerelease movie trailers for stimulating positive word of mouth. Journal of Advertising Research, 57 (2). pp. 159-172. ISSN Unknown

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Official URL: http://dx.doi.org/10.2501/JAR-2017-023

Abstract / Summary

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.

Item Type: Article
Identification Number: doi.org/10.2501/JAR-2017-023
ISSN: Unknown
Subjects: Business
Communication > Creative Advertising
Related URLs:
Depositing User: Chris Archer-Brown
Date Deposited: 13 Mar 2018 10:47
Last Modified: 13 Mar 2018 10:47
URI: http://repository.falmouth.ac.uk/id/eprint/2810

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