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

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. Furthermore, the method of research was quantitative and was conducted on Business students at the University of Gävle, Sweden. An online survey was put at their disposal by mail as well as social media. Findings With the help of the results of our study, we discovered that our respondents had a positive attitude towards generating online WOM if given the opportunity. We identified the main motives movie consumers have, when it comes to generating eWOM, positive as well as negative. The effect of eWOM on moviegoers was also analyzed and we could conclude that positive eWOM can influence moviegoers to consider a specific movie and negative eWOM can either have no impact on filmgoers or make them disregard the specific movie. Finally, our findings also suggest that social media and review websites are the most used platforms for eWOM on movies. Theoretical & Practical implications This research offers a base for further research as it specifically focuses on consumer behavior towards eWOM, specifically in the film industry. The behavior of the consumers was examined from both the negative and the positive aspects of eWOM to deeper understand the effect it has in the film industry. Furthermore, the willingness to generate eWOM, motives, platforms of generation and effect were also key aspects of our research. Originality/value This research is unique in its kind due to its consideration of differentiating on both negative and positive aspects of eWOM. Previous research tends to focus only on the general phenomena of WOM, which did not give the possibility to understand the different ways it affects the consumers.