Conditions in Prerelease Movie Trailers for Stimulating Positive Word of Mouth: A Conceptual Model Demonstrates the Importance of Understanding as a Factor for Engagement

Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres.

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, Unit

DOI: 10.2501/JAR-2017-023

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