The effect of consumer group breadth and depth on movie sales: the mediating effect of eWOM-to-viewing ratio

Purpose The purpose of this study is to analyze the effect on movie performance of the breadth and depth of consumer groups targeted by movies and to analyze the ways in which electronic word-of-mouth (eWOM) mediates these relationships. Design/methodology/approach For empirical analysis, 45 days of sales and eWOM data for 63 movies released in Korea in 2017 were collected, and a panel regression analysis was conducted on a total of 2,835 data...