A Study of the Role of Movie Reviews, Marketing Stimuli Factors, and Movie Decision-Making in Streaming Media Services
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The research aims to bridge a research gap in film marketing literature by investigating the casual relationship between movie trailers, star power and movie reviews, decision-making about movie consumption, and the eWOM intention for streaming media services. Data from a total of 474 respondents were collected and the casual relationships were examined by Structural Equation Modeling analysis (SEM). The results and implications may contribute to streaming service providers or movie distributors in establishing eWOM for new and existed consumers. Since movie reviews had the strongest impact among all predictors used in this study, streaming service providers or movie distributors should understand and emphasize where review sources for films come from. Thus, the practitioners can manage and facilitate the evaluation of reliable review sources and reviewers which may attract more consumers.
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