Abstract
A growing number of marketers have recognized the strategic importance of firm-created WOM (FCWOM) activity, which is defined as a firm's proactive management of customer-to customer communication. However, the basic questions of whether the implementation of FCWOM can drive more profits compared with non-implementation and when a firm should implement FCWOM are still largely unanswered. To answer these questions, the authors analyzed a panel data of WOM generated by movie distributors in the movie industry. Findings show that the implementation of FCWOM improves box office revenues; however, the early launch of FCWOM does not always lead to better firm performance.
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© 2015 Academy of Marketing Science
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Shin, H., Chang, W. (2015). The Strategic Influence of Firm-Created WOM: Evidence from a Movie Industry. In: Robinson, L. (eds) Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10912-1_49
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DOI: https://doi.org/10.1007/978-3-319-10912-1_49
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10911-4
Online ISBN: 978-3-319-10912-1
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