Conditions in Prerelease Movie Trailers for Stimulating Positive Word of Mouth: A Conceptual Model Demonstrates the Importance of Understanding as a Factor for Engagement
Chris Archer-Brown and Julia Kampani
School of Management, University of Bath, United Kingdom
Ben Marder
University of Edinburgh Business Schoo, United Kingdom
Anjali S. Bal
Babson College, Wellesley, MA
Jan Kietzmann
Simon Fraser University, Canada
MANAGEMENT SLANT
- Across three main movie genres, a perception of understanding prompted by a trailer is linked with greater likelihood for viewers to believe they will like the movie.
- In combination, these variables are positively related to increased intention...