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  1. 1. Impact of Online Word of Mouth on moviegoers: Students at the University of Gävle

    University essay from Högskolan i Gävle/Avdelningen för ekonomi; Högskolan i Gävle/Avdelningen för ekonomi

    Author : Andreea Vlangar; Nathan Lefèvre; [2016]
    Keywords : Word of Mouth; eWOM; Film industry; Movie; Motives; G eneration; moviegoer’s behavior;

    Abstract : Purpose The purpose of this research is to investigate online WOM in terms of its practice and the effect it can have on movie consumers. What are the motives moviegoers have in generating eWOM? Where can eWOM on movies be found online, and how does it impact its readers? Design/methodology/approach In order to develop our aim and research questions, the main concepts about WOM in general and WOM in the film industry were reviewed. READ MORE