Abstract
AbstractElectronic word of mouth (eWOM) is one of the most influential forms of information and strongly affects customers' willingness to adopt new innovations. Using four metrics of eWOM from YouTube—the numbers of likes, dislikes, views, and comments—this study empirically investigates the dynamic relationships between eWOM and movie box office sales based on innovation diffusion theory. The results show that the innovation diffusion process is applicable in the movie industry. That is, the impacts of the number of views, likes, dislikes, and comments for movie trailers on YouTube on movie box office revenue are first increasing and then gradually decreasing.
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