The impact of online word-of-mouth on television show viewership: An inverted U-shaped temporal dynamic
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...
Paper Details
Title
The impact of online word-of-mouth on television show viewership: An inverted U-shaped temporal dynamic
Published Date
Jan 3, 2014
Journal
Volume
26
Issue
4
Pages
411 - 422
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