Business
The impact of online review helpfulness and word of mouth communication on box office performance predictions
S. Lee and J. Y. Choeh
This research conducted by Sangjae Lee and Joon Yeon Choeh explores how online review helpfulness and electronic word-of-mouth (eWOM) can significantly enhance the accuracy of box office revenue predictions. With a focus on the Korean movie market, the study reveals that movies with more helpful reviews lead to better prediction outcomes, making this an exciting insight for both filmmakers and marketers alike.
Playback language: English
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