The Impact of Word of Mouth via Twitter on Moviegoers’ Decisions and Film Revenues - Revisiting Prospect Theory: How WOM about Movies Drives Loss-Aversion and Reference-Dependence Behaviors

This study drew on the existing decision process theory to empirically examine the effect of word of mouth (WOM) generated by social media.

The Impact of Word of Mouth via Twitter on Moviegoers' Decisions and Film Revenues—Revisiting Prospect Theory: How WOM about Movies Drives Loss-Aversion and Reference-Dependence Behaviors

Yeujun Yoon

Peking University

Charin Polpanumas

Lazada

DOI: 10.2501/JAR-2017-022

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