Abstract
Emotional contagion, also known as word-of-mouth (WOM), is defined as the emotional essence of one person that can be passed on to another person and influence attitudes about an object and/or a product. In the context of motion pictures, how does emotional contagion/WOM travel regarding movies starring women and/or actors of colour? It is observed that Hollywood studios often pull movies out of cinemas before positive WOM/emotional contagion has time to spread, especially regarding those films starring women and actors of colour. Using event data analysis, this paper takes a macro view of this phenomenon by examining the take-offs of movies starring women and actors of colour.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
